Apart from information (by which I mean news, social media, search, etc), most of what we do in life is geographically referenced. The original ccTLD scheme is surely the most relevant and useful in everyday use, but this also explains why the .london, .nyc and .berlin gTLDs have been so popular (and perhaps why .dubbo is a good bet!).
It's different for global brands, so is it just a matter of time before the likes of coca-cola.com (which redirects to coca-cola.com.au locally) is replaced by the 'coca-cola' gTLD, redirecting to [ccTLD].coca-cola. Which begs the question, wouldn't they have been better sticking with coca-cola.[ccTLD] in the first place?
Also, someone mentioned .photography being popular with [egotistical] photographers. Wouldn't .photographer be better? But, if you're running a business, do you really care, so long as people can find you? Isn't that more important than the name they use, so long as it is relevant?
That's why I think many of those that are aware of gTLDs are uninterested. They have a working website, that people can access and find online, using a name they've established over many years. Why change to [business name].[gTLD] when there'll be another perhaps more relevant gTLD available in a couple of months, and again shortly after?
