The best TLD for a commercial business is .COM, the best TLD for a non-profit is .ORG, and for other kinds of web apps, .NET will suffice.

These three TLDs are half the price of this .app gTLD. In fact all gTLDs are stupidly over-priced.

Furthermore, a .com can satisfy 100% of the needs of your organization. a .app will only ever satisfy a tiny niche of your needs. So instead of an organization needing 1 .com for $10/yr, they suddenly need half a dozen gTLDs for all their various services, at a cost of $20-$50/yr each.

If this is starting to sound like a giant racket, then you're paying attention.