this really sucks - no pun intended. So now every company has to buy their domain.sucks before a competitor buys it. I think we should NOT encourage that. With custom TLD you cannot control what others buy so forget it. anyone can buy applesucks.com or .org or .whatever. Don't waste your money and time.
I wouldn't worry about the companies - nothing a nice trademark suit couldn't fix. Personal names, however, are a more delicate issue...