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put simply, .com is a brand

No, the thing you put before .com is part of the brand. The .com just adds legitimacy.

That's part of the value of a brand. If I see anything that's .biz or .info, it might as well be .ru for how much I distrust it.

craigslist.org, anybody?

Yes, but guess what? Craigslist ended up buying Craigslist.com because it was a porn site and majority of the people ended up there because of habbit.

Oh, wow! That's unfortunate, yet slightly amusing.

Sure, in the same way that being located in San Francisco instead of Oakland is part of the value of a company.

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