if a brand was not significant enough to reach internet search significance why should they be entitled to their own tld? why should be some company "co" from country x be more entitled to their own tld than the company co with the same name from country y? If they feel they are, they can a) manually start and win the auction b) buy the tld c) use an alternative like .brandHQ,.getbrand,.usebrand or whatever d) just keep using their original domain brand.com, which is the most simple and straight forward solution that requires no effort on their part.

By your logic the evolution of the internet would forever stagnate because developers would be stuck reserving an infinite amount of tlds that keep on popping up, it's just unrealistic and not pragmatic. reserving 100k of the most popular domains is a good faith effort and a pragmatic solution.

And if you want to talk about fairness let's first start talking about the corruption of ICANN[0][1][2] before criticizing emerging solutions.

[0] https://www.theguardian.com/technology/2015/sep/21/icann-int...

[1] https://www.politico.com/news/2022/04/09/website-domain-more...

[2] https://circleid.com/posts/20210413-insult-and-injury-of-us-...