If you ask 100 people on the street "what's the website for Widget Company": * 80 are going to answer "widgetcompany.com" * 15 will say "widgetcompany.co.uk" (

If you ask 100 people on the street "what's the website for Widget Company": * 80 are going to answer "widgetcompany.com" * 15 will say "widgetcompany.co.uk" (or whatever the local country code equivalent is) * 5 will say "widgetcompany.io" because they saw an ad for you 5 minutes ago. You're not just spending money to reach those 5 people, you have to spend it to tell the other 95 to unlearn their defaults-due-to-experience.