I as a consumer don't want to know about 12 different urls for the same business.
I don't even want there to be TLDs at all.
That should be enough. If someone needs more differentiation they can use subdomains.
A DNS resolver interprets a "dotless domain" to mean that it should try applying its search-suffix list during name resolution. Your computer would take a "dotless domain" and mangle it into something like "http://cocacola.local" before trying to resolve it. This means ICANN couldn't implement "dotless domains" without first changing the way every DNS resolver in the world currently works.
I just added that in to amplify my opinion that more tlds are not helpful.
Or instead of searching for pages - samsung.support?
Also people remember things like searchenigne.travel better than some jumbled made up word. Once one brand shows it is easy to market I think we will see adoption.
I'm on the fence about country TLDs. If we're going to have them then I think all URLs without them should break, which would be virtually all US URLs, forcing us to use them too.
It's up to a site owner how to present and organize information.
I don't want to have to guess among an ever expanding list of tlds, and whether a site used .menu or presented their menu in some other way.
EDIT: And as a site owner I don't want to have to buy .menu etc. just to present information that I can currently present for free.
But that's me, that's my opinion, I'm very comfortable being in the minority, and I'll get along just fine living under our new TLD overlords, even if I don't welcome them.
This also saves Wendy's and Pizza store from having to pay for another TLD.
The long ones, not so much. How popular are existing TLDs like .info or .name?
Given sufficient time, maybe the others will amount to more than an unabashed cash grab. But not this decade. Probably not the next, either. And at that point, you're talking about a situation where "remembering a domain name" is even more of a broken process than it is today.
How will we connect to computers on the global network of fifty years from now? Two hundred? I'm betting it's not going to look like http://blog.johnjohnson.photography or whatever new list ICANN releases next time they want to play.
I don't think they will ever have the gravitas of a dot-com, but the unavailability of good .com domain names has led people to accept other TLDs. The popularity of .io in tech is a good example; people prefer $(name).io to iwanttoget$(name)app.com.
I bet we'll see at least one of the new TLDs become as popular as .io. Maybe .app?