Google blog :: In 2008, ICANN announced a program to expand the number of generic TLDs (think .com, .org, .edu), developed through its bottom-up, multi-stakeholder process, in which we participate. Given this expansion process, we decided to submit applications for new TLDs, which generally fall into four categories: Our trademarks, like .google; Domains related to our core business, like .docs; Domains that will improve user experience, such as .youtube, which can increase the ease with which YouTube channels and genres can be identified; Domains we think have interesting and creative potential, such as .lol
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