Deviate from .com .net .ca .org and most people become clueless. Especially when users are sending an email, try explaining name@newyork.times is simply the address when a user insists there's a typo and it's missing .com or equivalent. Unfortunately adding a www. before, say on a business card, to denote it's a web address is counter-intuitive in most cases as that just lengthens the domain when typically the reason why one would get/migrate to a new TLD is to shorten it/make it easy to remember.