Today, most the world still turns to the domain names ending in (dot)com when they navigate the Internet.  Looking for a particular shop or product or place?  Type it in your browser’s address bar…and add, (dot)com.

Whichever came first, the dominance of the (dot)com name or the instinct to use it, the outcome is the same.  Sometimes we get where we want to go, sometimes we don’t.

It is this instinct for direct navigation that drives trademark holders nuts.  They don’t own all the domain names that can be made from the letters of those they do.   There is money in mistyping.

The expansion of new gTLDs will change all that.  It will weaken the hold (dot)com names have on the collective Internet and cause a shift in behavior from direct navigation to search.  Yes, search.

The more successful the new gTLDs, the more likely the “g” will no longer mean “general,” but Google instead!