I don't really think ownership of these top-level domains is about getting end-users to type .honda or .disney, it's more about ensuring end-users don't end up at porn.honda or naked.disney/characters
ICANN has protections in place to prevent malicious use of domains like that. They (should) prevent applications of that nature. The applicant must hold a trademark for the brand.
it feels weird seeing no .com at the end of it