While the adoption of new gTLDs can offer branding advantages, there are also potential risks. Some less common gTLDs might be perceived as less credible or secure, leading to lower email deliverability rates. Additionally, cybercriminals sometimes exploit lesser-known gTLDs to create phishing sites, which can negatively impact the reputation of legitimate businesses using those domains. It's crucial for businesses to weigh the benefits against potential risks and ensure that they employ best practices in email authentication and security.