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Interesting if you actually Google them there site shows up after there rightmove page as most people don't type names directly in getting found wont be a big deal.
As much as I hate to say it newgtld's can work on a local level.
I know big companies will always want a .com / co.uk
The only real downside I see to uptake on the longer extentions is giving out email over the phone due to typo's etc