The end of the .com?

Today I heard on NPR that the organization responsible for IP addresses (ICANN) will be creating a registry option for those with big pockets and major brands. For $185,000, a company can choose their own name for an extension instead of the well-known .com or .org. In other words, rather than Nike.com, the domain would be nike.nike. Why? I’m all for brand recognition, but that just seems like consumer confusion waiting to happen. Then again, I didn’t see the point of Twitter when that was created. Whoops. What am I missing in this new twist? What are your thoughts?

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