I looked up the application for .one gTLD today. I own a subdomain and I wanted to know the original reasoning behind it. It is (now) owned by one.com and they basically told ICANN "we are going to do ONE stuff with it. Like stuff to do with ONE. And we have customers. And like, er, Beanie Babies?" And ICANN said "That sounds excellent, here's the domain, please continue with your master plan."