Creative implementation of product "tricks" often gives additional attention to the product, and can even form new patterns and usage habits. It's especially good when it's easy to implement. I recently came across a very interesting example. If you type doc.new in the browser address bar, it immediately creates a new text document in Google Docs. The same works with presentations at presentation.new, but I haven't found how to open spreadsheets that way. Quick access and an easy wow effect are guaranteed. And the main thing is the simplest implementation - it's just a domain in the .new zone that redirects to creating a new document in the system. But here Google's approach comes into play: they didn't buy domains in this zone, they bought the entire .new zone. Whether it pays off or not is a big question now, but the case is very interesting.