Lost amid the furor about ICANN's rule change that may (or may not) lead to a flood of TLDs is the uncomfortable fact that almost without exception, the new TLDs created since 2000 have been utter failures. Other than perhaps .cat and .mobi, they've missed their estimates of the number of registrations by orders of magnitude, and they haven't gotten mindshare in the target community. So what went wrong? Users stopped caring about TLDs.
