More on the potential chaos that could, or will, ensue as a result of ICANN’s change in Top Level Domain policy. What will brand owners have to do now in order to protect their brand?

On one hand this means we don’t have to all fight and scrape to grab any brand followed by a .com. But it also means there’ll be a land rush to create and sell every possible combination of words - amazon.store, amazon.book, amazon.everything - and Amazon will be faced with having to buy them all to protect its brand. Users searching for things could end up with an exponential rise in confusion as we try to remember more combinations of names: Where is that guy who drones on about media – jarvis.com, jarvis.pundit, jarvis.blather, jarvis.blahblahblah?

I don’t know about jarvis.blahblahblah, but disassociated.blahblahblah, all things considered, would probably be quite an appropriate TLD me thinks. :)