How Much Do You Trust Fancy New TLDs?

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Here's a curious little article published in Search Engine Land recently. A lawyer switched from .com to .attorney and saw a big boost in organic rankings for some competitive keywords. Furthermore, the article suggests that switching domains saved the attorney money that would have otherwise been spent in "fierce bidding wars with his competitors." I'm not sure if that connection can be drawn for everyone who switches domains, though...

"Within months, jacksonville.attorney was sitting at or near the top of organic search results for some highly competitive keywords, ranking as high as the first overall match for terms like 'Jacksonville attorney' and 'Jacksonville attorneys.'"

What do you think?