What a disaster
I think there was a serious case for adding additional rules to the application process. Namely where the gTLD is a generic term such as .blog or .music then they must allow others to register second level domains via them and must release trademarked names, so if Google get .music then they would be required to let Apple register itunes.music
With something like .patagonia, it's a little less clear. However I don't think it will mean much in the end as I would still be using the .com and .co.uk addresses. It will be funny telling someone to go to google.google or the like though!