At over 100,000 a piece, top level domains aren’t cheap. From here is a list of applicants including the number of applications and some samples of new top level domains:
Google: 101
(Google, Android, Baby, Blog, Cloud, Dad, Mum, Dot, Family, Film, Free, Fun, Game, GmbH, Home, Live, Play)
Amazon: 76
(Amazon, Book, Drive, Game, Hot, Kids, Like, Movie, News, Pay, Read, Room, Video, You)
Uniregistry: 54
(Auto, Deal, Free)
LoveUnited: 26
(Airforce, Army, Kaufen)
Afilias Limited: 26
(Blue, Lotto, Ltd, Team)
Richemont: 14
(Cartier, Jewelry, Love, Montblance, Watches)
L’Oréal: 14
(Garnier, Beauty, Hair, Makeup, Salon)
NU DOT CO: 13
(Book, Design, Group, Gmbh, Web, Tech)
Lifestyle Domain: 13
(Cookingchannel, Food, Glean, Home, Living)
Dish DBS: 13,
(Data, Dish, Latino)
Microsoft: 11
(Azure, Bing, Docs, Hotmail, Live, Microsoft, Office, Skydrive, Xbox)
Top Level Design: 10
(Group, Blog, Gay, Wiki)
Merchant Law Group: 8
(Art, Club, Love)
Considering their list of brands, it is a good sign P&G, Unilver and other brand giants aren’t listed. As mentioned before, if you already own various or almost all possible domains, your own TLD makes little to no sense.