.Calm: Another fake TLD sighting

Corona displays .calm on a billboard. .Calm isn’t a top level domain.

Marketers have long used dots in marketing, making phrases look like domain names. Consider Sony’s make.believe campaign:

Patrick McCleery at Hexonet was strolling around his neighborhood the other day when he came across this Corona ad:

It’s cute and clever. But I have to wonder, as fresh top level domain names ranging from .apple to .wtf proliferate, will these create a lot of confusion? Presumably, once marketers understand that these fresh options are out there, they won’t use “fake” domains in their ads.