I think company names could work. Actually could work for ICANN too. Amazon spend a lot of money on advertsing, as do people like Google, Apple, Coke, Microsoft etc. If they push their new domain name in all their ads, then people are going to eventually learn it. Then they might become aware that there are more internet addresses than just .com.
After all, I've seen a lot of money spent on marketing the new .word domains. But none of it at the public, it's all from domain hosting companies, trying to get us to register a bucketload of really expensive and crap names. No bugger has bothered to try to educate the public, so there's no demand, so business has mostly ignored the who charade. I guess ICANN made their bonuses, so it's not a total loss...
Then again as shop.amazon is a long to type as amazon.com, why bother?
Biting the hand that feeds IT
