The curtain has been drawn back and the applicants and applied-for strings of new gTLDs have taken center stage this week. Ultimately, the "Big Reveal" exposed what many had long speculated, namely, a fair number of large brand name businesses applying for their namesakes (such is the case with .apple, .nissan, .mcdonalds and .fedex) as well as a number of enterprising companies applying for a slew of generic strings (including .apps, .pizza, .phone, .restaurant, .baby and .love). In total, ICANN released 1930 applications representing applicants from 60 different countries - a veritable cornucopia of new domain strings making for a whole lot of gTLD .company for a lonely .com.

The greatest revelation may be, largely, what isn't there at all. A handful of big name brand owners were conspicuously absent from this week’s rollout roll call including, for example, .facebook, .disney, .twitter, and .cocacola.