Off-topic, but this ongoing trend of brands getting TLDs is really starting to infuriate me. It's not what TLDs are for! Sony is a Japanese company, so it should use sony.com or sony.jp.
Not that I know many people who would have been interested in paying the fees.
Worth pointing out that the ICANN agreement for all these new TLDs require a website live on whois.nic.<tld> under Specification 4. eg, Google's TLD delegation agreement (https://itp.cdn.icann.org/en/files/registry-agreements/googl...).
Most TLDs will also put live nic.<tld>, but it's not required.
edit: huh, seems like a lot of TLDs are not following their ICANN agreements.