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Assuming the company gains control of such top-level domains as .search, .app, .blog, and .cloud, it doesn't seems to want to restrict their use to its own products.Google May Open Some TLDs To The Public [news.cnet.com]
Google appears eager to let other organizations use certain top-level domains that it wants to acquire and manage.
In a letter sent to ICANN last Thursday, Google Chief Information Officer Ben Fried said the organization should allow closed generic string applications to proceed (PDF). The company believes that an "unfettered process is paramount in opening up the domain name space and increasing innovation in a market that has always been, effectively, stagnant."
Google also clearly stated that it would expand the use of certain gTLDs beyond its own products:
if one were to become registrar for the ".book" TLD, wouldn't that mean they need to become registrar for ".livre" (for French), ".libro" (for Spanish), ".livro" (Potuguese), ".buch" (German), ".bok" (Swedish), ".kitab" (Azerbaijani)...