Very relevant I think for all B2C sites. The site can be advertised in a script that the customer can read rather than making them try and understand this weird occidental stuff.
What if, say a Russian business, could claim fair usage of "mycompanyname" in Russia?
If they are entitled to use the name in Russia then they have more right to the .ru name than you do.
I used to run a site for an organisation in England that used an acronym also used by an organisation in Oregon. I don't think anybody in the USA had a problem with the .uk and none of my users ever mentioned a problem over the .com