Extract: "The nTLD leaders consisted of market players who had set up free purchasing policies enabling them to achieve very significant volumes. According to Ntldstats.com, by itself the .XYZ nTLD had 760,412 domain names at December 31, 2014, or 21% of all the new domain names registered by that date. No doubt the logic on which these strategies is based is that the crucial issue for any new TLD is to achieve the critical mass that will allow it to become sufficiently well-known to establish its image among users and thus become a customary provider. The reasoning holds true but is still a gamble, since everything depends on the turnover rate at the end of the first year. It also relies on the fact that the success criterion of a TLD is volume, when there may be other metrics that should be taken into account".