It means Microsoft losing market share to Apple when people tell their friends that they can't download the latest episode of the Kardashians if they upgrade to Windows 10.
We thought about this hard. Either to go for a made up name like "Google" or to go ahead with the name we wanted but not a .com. We decided that we liked FinanceJobs too much rather than something along the lines of getfinancejobs.com or financejobsapp.com.
At the moment Google and the others treat .co as a ccTLD meaning that it's not country specific and will rank around the same as a .com/.net/.org