My original thought when hearing about the prospect of new gTLDs was that a central body would look to claim a descriptive term such as 'blog' and make it available to anyone who wanted to host a blog under set criteria, and provided that centralised body committed to providing access to anyone under reasonable terms. This would act as a guarantee of origin of the site and would be helpful to consumers.

I don't therefore see an issue with the registration of new descriptive gTLDs but only if access is provided in line with the above. The issue with Amazon/Google's land grab is that we cannot guarantee the basis on which access will be made available which could in turn lead to segregation, particularly if google were to control a gTLD and also provide greater prominence to it in search results.

At the present moment in time, it is the lack of certainty in the process which is troubling. Of course, if I read ICANN's handbook more fully things might become much clearer.