True, but let's say I start an apple reseller and want store.apple. That would be just fine on all counts; should Apple Computer have every instance of the wor

True, but let's say I start an apple reseller and want store.apple. That would be just fine on all counts; should Apple Computer have every instance of the word "Apple" reserved for them just because they're bigger? It would frankly be irresponsible for some companies not to: as consumers get used to esoteric TLDs, it could become a phishing concern.