All these new TLD are a great way to get companies to register hundreds of new domains that will never be used by consumers. The reason .com is popular is because you don't have to think about it. It's the generally agreed upon default value. Nobody is going to remember which domain matches with each company. What if a new company named ShadyWear that sells sunglasses and beach umbrellas registers ShadyWear.sunglasses? But ShadyWear.umbrellas isn't a TLD yet, or for whatever reason they couldn't register that domain. But what if the customer wants an umbrella? They're going to see ShadyWear.sunglasses and think no way do they sell umbrellas. It's easier to remember ShadyWear.com or, like Incase which makes gear for Apple products, goincase.com because incase.com was already taken. It's easier to remember and doesn't box you into a niche market where you don't feel like you can expand your products.
Now some generic terms might be acceptable that describe what you do in broader terms, but only time will tell. I plan on snapping up a few specific to my business interests. I'm also definitely going to be registering some .app TLDs for work.