For example, Apple (AAPL) could have www.apple.apple in addition to www.apple.com, or www.ipad.apple as a website address. And they are pursuing it. Other companies jumping on the bandwagon include Netflix (NFLX), AOL (AOL), Volkswagen AG (VLKAY), Amazon (AMZN), and Google (GOOG).
It is not just company names that are being applied for. Many businesses have applied for .baby, .baseball, .money, .pizza, .read, .store, .music, and .news. Want to apply for your own top level domain? The application fee is $185,000.