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Wow, hindsight is 20/20 eh?

Another good quote from the incredibly optimistic article:

“Obviously, Google believes in it if they’re rebranding on .xyz,”

No, they just thought that having abc.xyz would be a cute thing to do for their parent company called 'Alphabet'. It's just a play on words as it were. Suggesting it would cause a new .xyz bubble is actually kind of insane.

My thoughts exactly.

The problem with creating new TLDs is that .com/.org/.net/.country is so engraved into people's minds as to what is a domain, that whenever someone sees URLs like escape.ninja or even the ridiculous abc.xyz (which is just self-indulgence), they don't even register as something you could enter in your address bar. Unless maybe you add http(s) in front.