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How will ICANN's decision to allow any word as a website suffix effect the average internet user?
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Users will likely be most affected by the ability to recall the URL's they see in calls-to-action, as they will be much more brand-specific.
That said, ICANN's descision to allow any word as the TLD (top level domain) will primarily affect brands more than the average user. Brands will be able to select URL's which accurately reflect any product name they can conjure up. This will enable for a more consistent branding initiative for each product, and that should will lead to a greater sense of brand identity in the eyes of the consumer.
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