It's a gold mine offering. There was a long queue of people quite sure that .binglebongle would be the new .com. Sometimes it was a marginally less stupid plan, like we can be a regional alternative - and Russia even has one that's actually making money - it isn't taking over the world, but it's Cyrillic and was never intended to. But most gold mines never produce gold, they just suck up people's money and dreams and spit out the bones.
The obscure brand TLDs are funnier. Not brands you've heard of like google, brands who are their own tiny corner of the non-IT world and figured they ought to have a TLD, so now they do to the tune of maybe six figures a year.
The Kerry Group for example owns several, as do some US financial outfits. Why? Because nobody who knew this was a stupid idea was in the room when it got decided.