About ten years ago, ICANN started the "gTLD" program. "Generic TLDs" allows various brands to register their own trademark as a TLD. Instead of "google.com", you now can have ".google"! Applying for a gTLD isn't cheap, and success isn't guaranteed. But since its inception, dozens of new gTLDs have been approved and started to be used [1].
The .zip gTLD: Risks and Opportunities, (Fri, May 12th)
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