So the new gTLD round is open right now, we're getting more TLDs whether we like it or not. Our goal is to make one that has features built-in which cater to the self-hosting use case. So that is our key differentiator, that every endpoint leveraging our TLD should be someone's small-scale homelab setup.
> I have no objection to providing people with free subdomains under whatever assignment scheme you guys are using, but wouldn't <something>.net have worked too, and been a lot cheaper?
Technically yes it could work, but given the suite of features we'd like to build into our TLD, it would make things more difficult if we didn't own it. We would be dependent on external parties for our root domain, the root of trust for TLS certificates, all users' subdomains would have an extra dot etc.
Everything else on your roadmap could have been built and shipped in the universe that exists, and then if down the road it's working, you could have aimed for your own TLD.
Instead you're putting the TLD first and any of the actual functionality that end users might want afterwards.
The marketing stuff makes it look like the TLD is your main focus.