Google Wants to Create a Dotless Domain Called "Search"..?

I try not to flood Nanog with articles, but I thought I'd ask for some opinions on this. For the moment, most browsers treat a single line with no tld as a search request, why have a tld-less tld? Would this not open the door for others to claim they need a word as a tld (cisco = http://routers or Al Gore http://internets), and how would that be handled by most modern(ish) browsers and devices? http://m.gizmodo.com/5994354/google-wants-to-create-a-dotless-domain-called-... Sent from my T-Mobile 4G LTE Device