One thing the ICM Registry has done right is to protect its own brand from the diluting effects of all those confusing new gTLDs. Obviously, I'm referring to them securing .adult, .porn, .sex, etc. and putting them in quarantine to be used at the registrant's discretion. The rest of the new gTLDs will have a much harder time. They'll all have to compete against each other and be released into the world simultaneously -- .RENT, .RENTAL, .RENTALS, .APARTMENT, .APARTMENTS, .HOUSING, .HOUSE, .CONDO, .CONDOS, .CASA, .CASAS, .HAUS, .HAUSEN, .APARTAMENTO, .APARTAMENTOS, etc. etc. At least, the ICM Registry has thought ahead in this one regard -- if no other. And, after all, .XXX does not suffer from ambiguity when it comes to all the world's various languages -- whereas something like .HOUSE is limited to an English-speaking audience.