I use a .io domain and I get why .com isn't sufficient, but I really fail to see the value that this, along with most of the other cute new tld's, bring to the world. More than anything, I fear that it will teach my parents that domains can look like anything, so that link in the email is probably fine.
The funny part is ads having to add the "www." part, again, instead of just "word.[recognizableTLD]".