I don't understand the naming scheme, or the apparent lack of it. I half expected it to be some sort of UUID which would at least makes sense. At one per person for 7 billion people that's a little under 33 bits. Make it a nice round 40 for a bit of future proofing (the scheme doesn't need to live forever) and to make a bit of space internally and that's 5 words from a 256-word list. That would seem to make a lot more sense then first-come, first-serve on something as easy to abuse as .self.

However, perhaps more relevantly, it isn't clear why this needs a TLD and all the hassle associated with a tld when it could just as easily be attached to any convenient domain name lying around that you have access to, such as, oh, say, onmy.cloud.

Then again I have this objection to almost all TLDs. But I'm not sure I'm wrong.

At the very least if you want to show ICANN that you mean business I would strongly suggest just doing it on onmy.cloud, and tell people that if you get the .self you'll transparently migrate their onmy.cloud domain on to .self when you get it. Nothing says "I can do this" like actually doing it.