There's some spectrum of legitimacy, perhaps unfair. When I see ".com" I know it's a website. When I see ".co" I think I'm being phished. When I see ".software"

There's some spectrum of legitimacy, perhaps unfair. When I see ".com" I know it's a website. When I see ".co" I think I'm being phished. When I see ".software" I'm confused. When I see ".ninja" I wonder what the heck is going on. Who benefits?