Google used the gTLD to create a really cool easter egg.
Everything on the screen was reversed – the typing, the images, the auto-complete..
That was definitely not a durable way to use the gTLD, but it is fun, creative, and also relevant.
And at least, there is now an answer to all the digital marketers from all over the world, who keep on asking :
– What are the search engines going to do ?
– They will do everything upside down, so you should start creating something !

As more and more brands sign their contracts and get delegated, this is also more sign things are starting to move..