Ok I get it for brand names and few subjects.. news.guardian, football.guardian, x5.bmw, junk.kia, 1984.book
I'm starting to love it in fact, but only for big names and only for the usability and the look.
But I don't get how .XYZ, .WTF, .WEBS, etc. (.ETC in this case) are going to be "loved" and used. These are going to be lost just like .co and other similar .com-wannabes. So the only winners are going to be big fat brands and trending subjects. <==period