This is positive news. These are the types of uses that will raise public awareness of new TLD alternatives. I think I read where Lady Gaga moved a site from .org to .foundation. As more notable people/companies make similar moves, thinking will eventually shift. Lots of people don’t know yet about full word extensions. An attribute of full word tld’s I like is that the right of the dot finally contains meaning and adds to the clarity of the web address. My chief criticism of the rollout was the decision to release singular and plural versions of the same word.