There seems to not be a lot of good potential keywords in front of .best These are my thoughts on that subject. I believe one of the main perceived and quite possibly valid benefits of dot-best is keyword(s) do not necessarily need to be in front of "best" but can work without the best word in the name by being instead in the extension and which can replace the 'best' word by only being in the URL with extension. For example, BestDomainName.com can be replaced with DomainName.Best and the search engines may rank it well or possibly even the same ranking, assuming the name is listed in the search index. A good example of that is as Cyril said 'Madeira Best' search results being the same or similar to 'Best Madeira' etc. So the idea is BestKeyword.com or whatever can be replaced with Keyword.Best URL resulting in a shorter URL with search engines potentially giving value to the term by also using the reverse word order in the search index results. So in that random example the extension replaces a need to put the Best word in front of the dot. I know it all sounds confusing but I have reasons to suspect this is actually correct and may be valid thinking and in fact I now personally like dot-best a lot and believe it's an excellent new extension, probably the "best" overall potential of any of the new tlds and certainly a good buy with the $1.98 promo, IMO.