Under the new system, individuals, companies or groups could apply to have any string of letters established as a domain name. It could be a vanity name, for example -- .smith -- or a category name like .sports or .perfume. A company could also change its domain to reflect its brand, so Apple.com could become Apple.mac, for instance.
Full story at http://news.yahoo.com/s/nm/20080626/tc_nm/internet_names_dc_1
Anyone think we can get $100,000 together to own the .florist TLD?