Why would TLDs need to be created based on need? What’s wrong with a company making a TLD as a whimsical cute idea (and still expecting to be profitable doing so, because whimsical people will go along with it)?
I'm not necessarily talking about the TLD. This is more like a "service" that's controlled by google and certain rules are enforced to those who hold the domain.
This makes very little sense to me. I get that it's nice to have a short domain that points to some action. But why do you need a completely separate namespace for this?
