Also, a weird TLD like ".catering" usually means you're trying to use a generic word in the domain name, "burrito" in this case, which makes it even harder to r

Also, a weird TLD like ".catering" usually means you're trying to use a generic word in the domain name, "burrito" in this case, which makes it even harder to remember than something more unique + ".com". The effect is that people have to now remember two generic dictionary words. "burrito" and ".catering", or wait, wasn't it "tacos" and ".food" or something? And like you said, I'm sure most people don't even recognize that ".catering" is a TLD, whatever that is, and the domain name just looks like `<genericword>.<genericword>` making it all the more confusing and arbitrary. It's like having to remember where the periods went in "del.icio.us" and, if you couldn't, googling "delicious" (until it caught on) was incredibly unhelpful. Just like googling "burrito catering" doesn't necessarily take you to "https://burrito.catering https://burrito.catering". I think even a random brand name + ".com" is still preferable to most of these new TLDs.