ICANN recently agreed to support customized top level domain names (e.g. ".avangate", ".daniel"). I will not talk about this decision but about who will win on a long term from this decision.
If today it is quite simple to guess the website of a company of interest (e.g. avangate.com), in the feature the options you will have will be unlimited (or almost). The most recommended solution will be to search the company name using a preferred search engine. Now, can you guess who is the winner? :)