So what do we make of this statement.. Search engines want to deliver the most relevant content related to a query. Right now .COM doesn't tell the search algorithm anything about what content is on a domain name. However, when you introduce new gTLDs with specific subject endings, you change that. What type of content do you think will be on .SKI, .CLOTHING, or .ATTORNEY? Over time, search engines will look at the top level of the domain name first for relevant content. Search behavior then will change and then it makes tremendous sense for businesses and brands to be more specific with their domain name choices at the top level. Google applied for 101 new gTLDs. They know what is coming. Initially it sound like a strong case but I'm not sure I'm convinced, your thoughts..