This battle was lost the second people started using .net and .org for things that wheren't related network technologies and non-profit orgranizations respectively. The nail was driven into the coffin when people started using country tld's for sites that had nothing to do with that country.
If anything this might be step back in the right direction. Whereas I cannot tell anything about the nature or origin of a site based on the fact that it has a .net or .ly tld, I will be able to tell something about nature and origin of a site if it has a .google or .apple tld.
More generally, as part of ICANN's gTLD approval process, if the gTLD being applied for is a trademark, then it can't go to anyone else besides the trademark holder. So there's actually a lot more assurances that you are dealing with who you expect to be dealing with with gTLDs versus random domain names on .com.
Honest question, trademarked according to who? The Internet is a global thing now, so who wins if there's two entities that happen to both have valid claims to a trademark?
