The majority of people will recognize .com and maybe .net. Beyond that it's a stretch in my opinion and you're only going to get visitors via searches or links. I can't imagine anyone is going to think "oh I wonder what microsoft's latest press releases are; I'll just go to microsoft.press". No, they're going to search for it.
In all honesty domains in general are not very user friendly. I wouldn't be surprised if they are eventually replaced for a system that's more of a search than anything. I mean just look at all of the domain names being squatted on and for what? Half the times you can pick a different domain name, still name your product what you want and people will still find you due to search.