Take the example bobthebuilder.com vs bobthe.builder...
To me, one of the clear problems with this is that the new G changes your brand name from "Bob the Builder" to 'Bob the dot builder" which makes no sense.
In terms of branding and getting your name out there, these new G name hacks seem to solve one problem (finding a name that fits) and creates another (it makes no sense when spoken).
The shop.app example doesn't have this problem because the name of the app is 'shop', not 'shop app' as can be seen from their marketing and app name.
It feels like there are 3 things here that are distinct. A simple .COM, a name hack using a gtld and then a brand established on a gtld that doesn't "span the dot".
If I set up a brand called "Bob the Builder" and it was on the .bricks extension, then bobthebuilder.bricks would be what I consider to be "more normal" because it fits the usual pattern. I know from looking at it what the brand is and the extension matches the brand, not the other way around.
In fact we'd end up with a lot of weirdness if we all included the domain extension in our brand names, everyone would be basically the same and indistinguishable from one another in the marketplace.
Are there many examples of the new gtlds being used as a domain hack where someone has established a brand and included the bit in the dot within their brand name and used it as their main domain?