GTLDs were introduced only a few years ago, but it's clear the implementers were conflicted by reckoning the freedom of the "earlier internet" with what the int

GTLDs were introduced only a few years ago, but it's clear the implementers were conflicted by reckoning the freedom of the "earlier internet" with what the internet has become today. They wanted to honor the freedom of the DNS system. But they also recognized the internet has changed enormously. Today, the internet is largely ruled by large brands, just as most mainstream media is. The GTLD system is a pretty poor compromise between those two positions. User's don't have freedom of the early DNS system, and brands now have a huge enforcement burden to mange. Registering sites like coca-cola.fun and coca-cola.shopping are almost certainly not allowed, and will be shut-down eventually, but it now costs Coke a sizable sum to monitor and take down the infringing websites.