New format for TLDs?

I was reading recently about the ICANN decision to have a new range of top level domains (for a couple of hundred thousand dollars or so…), which would open the web further in terms of addressing.  The thought of a new range of web addresses could be interesting – for example a .nyc for things New York based etc. or just having .coke as the domain name (or .pepsi for that matter).

But one question that comes to mind is what would go in front of the dot in the new format?  So if Coke register .coke as the domain name, what would the website be?  It is just www.coke ?  Will users actually find the website – and more importantly, will search engines?

I’m not going to be rushing out to register .workflow by any means (since I’m a few hundred thousand short at the moment!) but also because I’m not convinced about the whole idea – I guess it’s a case of wait and see, but by that stage it could well be far too late…

In my search for more information about the whole concept, I found this interesing post , which seems to reflect my thoughts as well.

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