And a lot of the .com domain space is polluted either with people sitting on domains and wanting to sell them for thousands or just leaving it unregisterable. So you have this choice of either creating a really long .com, or a shorter .other

Granted, the domain name system is not ideal, but adding new TLDs, however long, is a better solution than dealing with having to name your company so you can get a .com that matches it.

Notion.so is another example. The gTLD in this case could even be considered part or the brand, as notion.com points to it.