From https://www.ietf.org/id/draft-adpkja-dnsop-special-names-problem-02.txt , an IETF problem statement document regarding non-DNS TLDs: " Brands / Trademark law If Wile E. Coyote approached the IETF requesting that the IETF reserve .acme, a trademark held by a large corporation making anvils and giant slingshots, the IETF could become embroiled in trademark lawsuit" Other references in 6.3 "The ICANN process to evaluate names" are also worth reading. Rubens