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You can, if you can demonstrate the ability to maintain a gTLD registry and can cough up hundreds of thousands to millions of dollars.

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You don't need that. Just run a dns server which returns the appropriate results for the tld of your choice. Getting others to recognize and repeat might need a little "grease".

Who does that money go to?

It goes to ICANN. You can learn about their program at https://newgtlds.icann.org/en/about/program

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