The point you're missing is that ICANN has (sensibly) decreed that generic TLDs can't be reserved for the exclusive use of the owner. So for example, you can do what you like with .walmart if you own that, but you're meant to allow essentially anyone to register a domain under .shop. Amazon's cunning plan would allow them to approve or deny any registrations under .moi, which would effectively give them the ability to reserve that generic TLD for their own use if they so chose.
Biting the hand that feeds IT
