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I think it will be (only) an additional marketing tool for those multimilliondollar-companies which can afford a tld.
All of these companies of course will put their new status symbol all over the place so that the typical consumer will get aware that there is more than .com
But this will lead (in my opinion) to a confused surfer e.g. "o.k. I saw this .coke ad. I want to go to the nike homepage .. hm ... have they .nike or .com ..." And that will (also IMGO) lead to even more use of search engines.
You would not believe how many people I know doesn't know the "feature" to put an url in the address field of a browser *gggg*. They basically all type the domain (or url) into google. Heck, it would be interesting how many people type "google.com" into the search field at "google.com" because they want to go there ;-) ... but .. that's another story ;-)
kind regards from Vienna
Andreas.
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