From monitoring hits on my site, I notice that people are getting lazy. Perhaps due to the number of possible endings - .com .biz .info etc - they simply enter the first part of the domain name into Google and click what comes up. The problem is that they may get another site and think that it's yours. I use: http://www.networksolutions.com/home.jsp;jsessionid=d9ae8d081ae56156fcf61d532b81:aQTt?layoutIdIndex=3&_requestid=921154 for domain name searches.
I did well with the seo competition with my redscowl-bluesingsky.name was fine for serps but i think would be really bad to try to brand or get word-of-mouth traffic
My personal opinion is that it is not a tld that you put up a commercial website on. And arent .name only for individuals and not companies? //Andreas