I am NOT even going to cite or reference which of the new gTLD registries are playing this game . . as you can safely assume they ALL will be doing the same . . and I care not one iota to advance their scheming.
It goes like this: (Implicit "Hurry") Get your new .bullshirt domain. ALL your competitors are planning to register a .bullshirt domain. Why? Because if you don't . . bad things will happen to you . . OR all your competitors will enjoy the advantages of a .bullshirt address and YOU WON'T!"
There are days I hate marketing, marketers and their ilk.