I can't see how this is a good move, it's not like they ditched a bad .com for a good looking gTLD. No, they just made their name much longer. It's not my idea of a domain 'upgrade'.
Even top corporations do stupid things.
Walmart actually applied for a TLD and killed it. For sure they know how to flush money down the drain on the occasion.
Microsoft, Google, Nokia were .mobi backers too. This is just the domain angle and we are indeed talking about otherwise major, successful companies. But you gotta see oddities and poor judgment from time to time.
Some of the 'adopters' of new extensions have rolled back and reverted to their original domains. Of course the move
away from new TLDs is never publicized the same