ICANN wouldn't sell you .google because we already own it. They wouldn't sell you .cocacola because that's an unambiguous brand name that would only go to the

ICANN wouldn't sell you .google because we already own it. They wouldn't sell you .cocacola because that's an unambiguous brand name that would only go to the rightful TM holder. They would sell you .coke depending on your use case; that's a generic word that has plenty of non-brand meanings, particularly in mining and refining: https://en.wikipedia.org/wiki/Coke https://en.wikipedia.org/wiki/Coke But ICANN would have no qualms whatsoever about selling a TLD just because some other people claimed authority over it they didn't actually have and started misusing it.