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Not to mention (if I am understanding it all right) various large companies like nike, etc promoting non-.com domains in commercials, campaigns etc. I can see it now running.nike, etc being heavily promoted in various campaigns. It will all contribute to taking away .com's untouchable dominance, and foster an acceptance outside of .com. In a decade or so using something other than a .com will be the norm, and noone (consumers particularly) will think any more of it than visiting a subdomain presently. Beginning of the end for .com's strangle hold on being the only acceptable domain to do business on if you ask me, though it will take a little while.
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