I have a feeling that organizations that are able (financially and technically) to run their own domain (named after their brand, ie .coke or .nike) will start

I have a feeling that organizations that are able (financially and technically) to run their own domain (named after their brand, ie .coke or .nike) will start to seem more authoritative than those that can only afford a .com address. Companies that end up doing this will inevitably have very corporate-looking/feeling sites that give consumers confidence in the organization. This in turn, will lead to people giving more credence to the custom TLDs than to .coms. Not sure about what the impression might be of those who register websites with a generic domain (.softdrinks, or .shoes). That seems to swing the other direction. Seems the usefulness of owning such a custom TLD id limited to those with huge brands to protect.