Akcambell, I'm not a dot tel marketer neither benn paid by their company but simply a domainer since 2001. I've seen all kind od TLd's, have registered, sold, developped... and with my knowledge, I can tell you that it's really a great idea. The first thing most people misunderstand about .tel is why, can't you build a custom website with nice design, animation... and host were you want just like all available Tld's? Well this is where you should see how important is a dot tel, it's because it's uniform (template like) that gives its uniqueness and make it valuable.
You wrote surf.pro is more interesting, it could but if you get the right domain name in .tel like surfboards.tel (not taken yet) and have a marketing plan, it will be really profitable for you.
Here is an example of what could you do:
I live in California where there is a hundred of surfboard shapers, I take the yellow page and visit each of them with all marketing materials (explain why they must have their contact in surfboards.tel
If you sell 1 listing (full contact page of company) for min$100.00/year you'll earn $10 000 if you get 100 customers.
I'm sure they want to list their domains on .tel because it's the tld for "contact information" as telnic will promote it and their marketing plan is good.
Compare to the same domain surfboards.pro it's not sure they will jump on your top design... because other dot pro domains can be what so ever.
But if you have surfboards.pro you can suggest them to have a mini website as advertisement with subdomains (manta.surfboards.pro) where a link from the .tel will be add it to. and cost an extra $50.00/year. So $10 000 + the extra $50.00 per customer can make you
The fact that it's a dot tel, it targets Contact information and nothing else than that without fancy design for fast display and compatible with mobile devices.
When you wrote that end user can search in Google and have a site link relevant to them literally within a second so it's not useful, well this have nothing to do with Google,
in general any Tld other than .com, .net, .org don't get high results in Search engine (.mobi, .info, .pro...and probably .tel) but this is not the real purpose of .mobi, .pro, .tel.... as search engines sees, they most likely push .com on top, this is true. So what's the deal? well it's all about marketing, someone that will promote .moby will probably have a established .com and want to have visitors with mobile devices be able to visit their webpages that was designed for mobi so they will print in their ad campain the mobi url for example. Same for .tel, you can target yellow pages by having an ad with surfboards.tel in the surfboards listing category of your local area or on surfers magazines. You see it's all about marketing.
I hope you did understand now why it's better than a dot pro in some way.