Makes no sense for me. Given the cloud is right of the dot it only works for brands Amazon.Cloud, Google.Cloud. Why would they reg Amazon.cloud when they have AmazonCloud.com. No need to educate the end user - would only do it for defensive reasons.
Fundamental flaw with all the newGTLDs any commercially successful business would only market them as their Destination home page if they have the equivalent .com Anyone with business nouse will know if you didnt have the .com you will leak business to the owner of .com and more worryingly you will leak emails. Its to ingrained in the public conscious to use .com or ccTLD. They only look shiny and great to us domainers.
Fools Gold.