Earlier quoted context omitted.
Wouldn't you rather go to wendys.menu then their website and search for it? Or your local pizzastore.menu? Or instead of searching for pages - samsung.support? Also people remember things like searchenigne.travel better than some jumbled made up word. Once one brand shows it is easy to market I think we will see adoption.
I would rather go to menu.wendys and menu.pizzastore. This also saves Wendy's and Pizza store from having to pay for another TLD.
I agree, I think everything will depend on how companies embrace the new TLDS.