We need to reconcile this in a way so that even if you lose something, you feel the process is fair. Every time you work on something revolutionary, it's not easy to do. Larger issues are contentious as well. New sites are getting longer or harder to remember. Its well-known acronym, AMA, will get you to the American Marketing Association.
New suffixes mean more choices.
Cars.music might go to The Cars rock band. Cars.fan might reach a fan club. Cars.news might report on the auto industry. And Cars.protest might go to supporters of mass transit. A few companies also have begun registering names with non-English characters, even though Net equipment is designed for English.