I use ".me" for my personal domain/email and I still get strange looks about this TLD from anyone outside the tech community. E.g. I give my email address to a clerk at a clothing store and I have to convince him that .me is a valid domain ending.

This makes me think it will take a while before it makes sense for companies to embrace the new anything-TLDs as their main web presence. The last thing you want to do is confuse potential customers who are trying to go to your website.

Perhaps .app customers are savvy enough for this not to be a problem, though I don't see why any company would want to take this risk unless there were really no acceptable .com's.