I'm not familiar with ICANN rules, but I wonder if a company can do whatever they want to a gTLD once it's accepted, even if it's not within the intended usage in the gTLD application? As far as I know, Google said they registered .dev for internal use and for Google-related products and it will be completely closed to Google, according to their application[1]:
> The mission of this gTLD, .dev, is to provide a dedicated domain space in which Google can enact second-level domains specific to its projects in development. Specifically, the new gTLD will provide Google with greater ability to create a custom portal for employees to manage products and services in development.
> Charleston Road Registry intends to operate the proposed gTLD as a closed registry with Google as the sole registrar and registrant. The goal of the proposed gTLD is to allow Google to manage the domain name space for its projects in development. The proposed gTLD will provide Google with the ability to customize its domain and website names for its projects and signal to users that .dev websites are managed by Google
> Charleston Road Registry believes that given its intended use by Google, the .dev gTLD will best add value to the gTLD space by remaining completely closed for the sole use of Google.
…and now they're opening it up to the public... :\
[1]: https://gtldresult.icann.org/applicationstatus/applicationde...