At any rate, regardless of the size and seriousness of the company, what they're creating is not in any way "domain names". It's not even an alternate domain namespace like new.net. It's merely a portion of a proprietary "keyword" namespace that happens to have been formatted with dots in it to resemble domain names. It's no more an addition to the domain name system than is AOL's keywords, even if those start having dots in them as well.
And, personally, I sure hope none of these schemes catch on... having people start using proprietary keywords, whether they're RealNames or AOL's, as if they were "Internet addresses" is a huge step in the wrong direction, away from a namespace that's established by open standards and accessible to all, and into a namespace that is accessible or not depending on what browser, platform, and connection provider you're using.