1. It is SHORT and easy to remember.
2. The world recognizes it as "COmpany", "COrporation," and "COmmerce".
3. It is new .COmmunity of innovators, entrepreneurs, individuals, brands and businesses.
4. It is SEO-Friendly. It is recognised by the major search engines as a leading global domain.
5. It is perfect for a StartUP as its similarly named counterparts are already taken.

They are using .CO