I have a soft spot in my heart for a certain computer consulting company in Flagstaff Arizona - they thought of a good idea before I did. Friendly Technology, the name of this blog, was first used online by my friends in Flagstaff. When I went looking for a domain name for this blog - I had to use friendlytechnology.net rather than friendlytechnology.com.
.com domain names remain the most desirable because they are what people will often try first. However, there are a huge number of other domain endings / suffixes. Every country in the world, for example, has its own unique domain sufffix.
The group that controls the domain name system, ICANN, is looking at whole bunch of new domain suffixes - examples: .store, .travel.
And, they have just recently approved = .xxx. This action has caused controversy. It is an attempt to create a online red light district and to prevent people from stumbling upon adult content. Of course, it will only work if a lot of adult web masters give up their .com domains and move over - and I am not sure that they will do that,
Joi Ito, an ICANN board member, has more on his blog.