I've had a competitor with a new "vanity" tld come in and very quickly outrank my .org site. And the new tld is being used as a keyword itself, as opposed to a

I've had a competitor with a new "vanity" tld come in and very quickly outrank my .org site. And the new tld is being used as a keyword itself, as opposed to a representation of the subject matter or industry. So, anecdotally, it certainly didn't hurt this sight. I guess it would also mean, and support the building belief, that exact match domains or utilizing keywords in the domain name is also no longer helpful(in the eyes of search engines). If the tld doesn't matter, then I could scour all of them until I found an available exact match.