They paid a huge amount of money to get a TLD

Companies don't/can't sell TLD's. Only IANA can decide those. When the internet first started, .org, .net, .com etc. were handed out to non-profit organizations and the costs were purely to keep the servers running. Eventually though, when IANA decided to hand out country codes like .io (Indian Ocean), .cat (Catalonia) or .tv (Tuvalu), those countries rent their "desirable" names to private organizations that sell domain registrations for lots of money. In 2013, IANA decided to enact the gTLD auctions to help raise more money. Basically, if you wanted to (and had a lot of money & DNS engineers on staff), you could register any TLD you want provided you were willing to make a large donation to IANA. If someone else wanted it, they had to go into an action war over it. That's how we ended up with things like .party or .sport or .world cough Now-a-days, if you want a TLD, you'd have to convince IANA to give you one.... But good luck with that. They won't give you one unless you're some major corporation that can actually handle it. They also just don't give them out. Usually it's only when they really feel like more TLD's are needed. It's a very serious responsibility and mismanagement could accidentally DDOS a DNS root zone & impact the internet.