Companies don't want to be associated with being strictly internet. Internet companies are known for losing money. It's naming evolution. We started with IP addresses only to navigate the net. Now .web comes in.
Businesses drop domain extensions from corporate names.
It's leading to a world without extensions. One where the internet, TV, wireless and appliances converge. New extensions are coming, eliminating the supply problem. We have a trend proving domain extensions are becoming worthless. No one is married to a domain extension.