Google moved from SolveForX.com to X.Company. Interesting to see is that all Big Silicon Valley Companies taken a .Company Domain. Google: X.Company and more... Amazon: Amazon.Company AWS.Company Cloudcomputing.Company... Microsoft: Microsoft.Company Windows.Company.... Apple: Apple.Company Iphone.Company Ipad.Company.... I Think its one of the Best newTlds for Companies (.Company say all) Also Interesting is that many Chinese Investors Buy .Company Domains on Mass. What do you Think about it ?
Two immediate thoughts off the top of my head Protects your main domain cybersquatters. Affords access to short, relevant, rememberable domains such as x.company. Personally I would still prefer the dot com version which would not be available at this time for many one word keyword domains.
Yes that is the First Thing Protect Main Domain when its available... !? The Most Short Domains taken by Chinese Domain Reseller. I picked up a some .company names with good Keywords... i think it can be a good Investment for the Future.