These changes have a huge impact on the state of the Internet if they become the norm in the next few years. On one hand we could see campaign or slogan themed URL's like "droid.does" or industry themed niches like ".auto" or ".kids"; on the other, a confusing and disorganized Internet made up of an infinite number of unique addresses. ICANN believes these changes will revolutionize the Internet, but critics remain wary.
We're certainly curious if and how brands will make use of these new possibilities. If you're as interested as us, read the full POV for more details.