I don't know, maybe I'm being too pessimistic but I don't think unfamiliar domains are going to catch on with the general public. Look at .biz. In theory, it's perfect, a great way to distingush business sites from personal ones. But few average shoppers are going to think .biz when looking for a business, they're still going to think .com. It's been pounded into our heads and we're slow to make the transition to new extensions.