I still like emoji domains. For me they always were additional marketing tools. Not replacements for existing domains. But just like a company can have a website and a Facebook account, and a YouTube channel, and advertise in papers and on billboards...they might also want an emoji domain. Because, they have characteristics that no other domains have. They are colourful, context giving pictures- a language on all smartphones. If you add emoji to text to give context and increase engagement, why not also do that with links?