Branded TLDs have been around for a while. Unfortunately, it's all just about signalling "we're a megacorp"; I have yet to see them used well (e.g. for Canon, I would expect something like [modelnumber].canon to work (and ideally get me through to the support page of the item) ... and I'd love [serialnumber].canon to reverse-dns-resolve to the web interface of a such-enabled device [mostly so that they can have proper SSL certificates] - of course with sensible security and the option to deactivate that functionality)