I was actually going to edit in my post regarding ccltd popularity with a thought that they would be rivals. Thanks.
As an American, we also get Canadian Broadcasting Network along with all the same exact advertising that Canadians see. I find it pretty surprising how much .CA gets used over .COM emphasizing Canadian presence, Canadian dollars, Canadian rules and regulations, etc. Canadians have a lower population count per square mile/kilometer so they never are added in "Top 10" lists. Maybe one day, I will count the number of .CA vs .COM I see on CBN and report my findings!
It is about the ambition and growth. If you are a French company with ambitions and aspirations beyond your borders, you gotta have your exact .com
You also have more flexibility: you have .com, you can operate with just that domain name globally just fine. You have your local cctld, you are limited to one country pretty much.
Add to this the fact that a) .com is de-facto cctld of the biggest economy of the world, USA;
b) it is poised to receive leaked traffic from any namesake anywhere, especially from .co
c) there are many large countries that use .com as part of their cctld, like .com.au, .com.tr, .com.br, .com.ar
d) you immediately establish yourself as the DEFAULT company for the name, and not just in one industry like a TM could do for you. Consider "Apple". Even an apple producing company wouldn't want to name itself "Apple" nowadays, even if they legally could. And Amazon is mostly associated with the 1 trln company, not a region in SA. Could they do it if they did not own .com? Heck, no!