Notice he's talking about brands - because Apple don't have multiple brands, apple.com is fine. But for big companies in the food & beverage, homecare sectors

Notice he's talking about brands - because Apple don't have multiple brands, apple.com is fine. But for big companies in the food & beverage, homecare sectors etc, they have a lot of sub brands. They want to de-emphasise their company name (because nobody cares about them) and sell the brand. For example, do you know off the top of your head the brands of P&G? However, if I told you Old Spice, Gilette, Oral-B, Pantene etc, it starts to make a lot more sense to have .oldspice, .gillette .oralb .pantene and so on.