I think part of the point is that its not clear what value these new TLDs add. Google already owns google.com. By creating the possibility of ".google," you aren't doing much else other than forcing them to own it defensively. There isn't really a benefit to mail.google over mail.google.com.
In other words, in a large sense you are right -- all these issues exist for the TLDs we have today, and they've already been hashed out. Why create another round of 90's style litigation around who bought .coke first or bless a new set of owners with "high quality" tld's like .food? This isn't going to realistically expand the "number" of domains available, its only going to force companies to defensively buy even more permutations of theirname.___, and for all the domains that are already taken in ___.com form, it will only add confusion by having a parallel .___ version.
You are not forcing them to own it defensively. For $2k - less than pocket money for Google - they can register their trademark with the ICANN which prevents others from applying for it.
The explanation you gave still requires paying money, again, as a purely defensive move. Fine, you don't care about Google since it has so much "pocket money" laying around. How about startups that can't afford to throw 2K around every time ICANN decides to add TLDs?
"every time ICANN decides to add TLDs"? There are Top-Level Domains. You can't go any higher without knocking everything else down a level. ICANN has already decided that the top-level namespace is up for grabs, and the $2K fee is a one-time payment to protect your mark. Am I missing something? How can they "decide to add TLDs again?"
In other words, in a large sense you are right -- all these issues exist for the TLDs we have today, and they've already been hashed out. Why create another round of 90's style litigation around who bought .coke first or bless a new set of owners with "high quality" tld's like .food? This isn't going to realistically expand the "number" of domains available, its only going to force companies to defensively buy even more permutations of theirname.___, and for all the domains that are already taken in ___.com form, it will only add confusion by having a parallel .___ version.