Canon Inc. announced today that it will begin the acquisition process for the top-level domain name ".canon," based on the new generic Top Level Domain (gTLD) registration system.
The non-profit organization ICANN (Internet Corporation for Assigned Names and Numbers), which maintains and regulates the Internet's addressing system, has rigorously evaluated the current gTLD string of characters' societal value, utilization purpose, and use in an organization's operations. At its International Public Meeting held in June 2008, however, ICANN approved the relaxation and liberalization of the new gTLD system adoption rules.
And they go on to say:
The new gTLD system is expected to allow a company name, brand name, geographic region, or service type to be used as a gTLD within website and e-mail addresses.
This could change the game further, in a good way too. ICANN is at last allowing some flexibility to the system, and it can only be a good thing.