Frank Schilling suggests that Google could and should offer .goog domain names, in order to further their internet dominance and challenge the increasingly hated Verisign monopoly on the .com presence:

Google could launch .GOOG and marry that extension to a “suite of services" which would relatively quickly (5-10 years) be in a position to rival .com .. They have the software, the people, and the know-how to create a viable registry that would quickly gain social acceptance. They could give the names away on a first-come first served basis without charge, they could appease potential registrants with the promise of uncomplicated hands-off (equitable) governance. They could promise the ability to renew through 2050 at a fixed rate. They could give .GOOG sites preference in positioning within their search algo, they could offer AdSense premiums and AdWords discounts for advertisers and publishers building on .GOOG domains.