— A new alphabet for names

When you consider the fact that “the company formerly known as Google” has been one of the world’s leading supporters of the top-level domain (TLD) expansion — having itself applied to launch upward of 100 new domain suffixes (including .google and .app) — it makes perfect sense that it chose to creatively brand its new venture with a new TLD. Not only does the tech giant’s move suggest an end to the default use of .com for a brand’s online presence, it opens the door to a whole new way of thinking about TLDs.