I keep hearing people say things like - what's the point of .app when you simply visit the app store and download the file. That might be the situation TODAY, but in the coming years we're going to see a real shift towards Progressive Web Apps (PWA) - apps that essentially run in your browser. Google are already doing this to a certain extent with their Chromebooks, but I very much believe that in a few years downloading an app will be considered pretty outdated. We stream music and we stream video - the same model will soon apply to apps. With websites and apps essentially merging, developers will increasingly want to differentiate functional applications from standard websites, and this is where the .app domain is likely to come into play. Icons on your phone will increasingly link through to websites - .app websites! So, before you dismiss .app, think about the evolution technology, not just where we are now. I think a lot of rubbish is being registered, but .app names that are applicable to mobile apps could be quite in demand. The SSL requirements will also prevent spammers from using the domain, meaning that it's likely to become a highly trusted extension, known for quality applications. And let's not forget, Google is pushing this extension. GOOGLE - the most influential company in the world, and the company that controls a vast proportion of the app and mobile phone market.