It's an excuse for not owning the .com domain name.
I was reading an article in The Economist about companies trying to appeal to conservative Americans. One of the companies mentioned is RedBalloon, a job site that helps people find jobs at right-leaning companies.
The company uses RedBalloon .work, and the article includes this parenthetical:
(The company's founder bought the domain RedBalloon.work because .com "sounded too much like communist".)
Well, that's a new selling point for choosing something other than .com domain names!
I'm going to guess that the founder went with the .work domain name because the .com domain was taken. RedBalloon.com was registered in 1997 and is used by a balloon store in Seattle.
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