Isn't the main issue that TLDs are a poor way of establishing trust?

Otherwiae does every company and government need to get specialized TLDs to prevent impersonation? Even then it only works is users know and always notice the domain.

EV certs are dead for good reason but nothing seems to have replaced them.

I guess the only option is to verify each site once and then bookmark it and always make sure it's https. But on the first visit, how do I know chase.com is Chase Bank?