Perhaps five years ago the EU could have created a splash with a new domain. But not any more. This measure seems to be fuelled by a few whinging businesses that have cybersquatters sitting on their preferred URLs. Difficult to see how this approach will solve the problem. The EU always struggles to act quickly .
Every decision has to be ratified by each individual government.
Every new approach has to be negotiated across a huge range of special interests. The .EU domain will only find favour with EU centric businesses and organisation for who being European is key part of their brand. But for most people the status that goes with a dot com site will not undermined by this move.