As I see it, it is more that this will become a tool in the branding toolbox.
Do people still type in the full website? I just use the Awesome Bar and type in "face" and up comes facebook. If I don't do that, I use google and click.
It will be interesting to see if companies are willing to pony up the cash to prevent Apple.sucks. The person who owns .sucks should be able to push for blackmail money from all the big corporations.
