Domain squatters. SEO experts. Companies who want to protect their name.

I wonder how lot it took google.xxx to get registered?

Anyone involved in pornography who would've previously bought a .io, .fm, .tv, or any other 'non standard' TLD just so they could have a meaningful domain name.

Now they can get a meaningful domain name, and have a TLD that emphasizes the point of the site.

The whole discussion about these domains being blocked is a ridiculous one---anywhere that would block .xxx TLD would also block any pornographic content in general regardless of the domain name.

Someone mentioned e.g. ha.xxx last time this came up on HN. (That is, yesterday, when ICANN actually made the decision.)