Nobody is actually doing anything interesting with these. It all seems to be marketing landing pages intended to direct you to the real URL.
Now wait a second, that's not at all true. In my experience there are armies of people who use them to launch targeted phishing attacks at my business if they buy the goddamn thing before I do.
At a certain point if you are lucky enough to have a business that's worth targeting, every new gTLD is just another fuck.ing security expense.
Is phish.ing available?
I have a feeling people trust .com and .net more than they trust .zip and .mov. Without .com, the URL just looks weird to some people.
I can see why you dislike new TLDs if you're trying to protect your company, but you'll always have that problem. It's not like you're going to transfer money to the Taliban to register yourcompany.af, but criminals don't care, the money they transfer is probably stolen anyway.
One exception is the fact that there's an international bank called "ING". They've already registered bank.ing but I don't think they can come close to claiming all possible phishing attempts for their customer base.
If squatters and registrars weren't so shite, I could absolutely see a new service with a name like "share.zip" or "you.mov" taking off. call.ing seems like a perfect domain for a video chat service. Too bad these domains cost several thousands of dollars (as a starting price).
Too bad any domain with fewer than five letters has been registered by the companies selling these domains the moment the TLDs came out.
Domains aren't used by multi million dollar companies, but plenty of blogs and other independent servers using the alt-TLDs.