Domain Name registrars, resellers, registries – it is YOUR responsibility to bring awareness to the value of a domain name and its role in the web. You are in a business with a mission beyond creating numbers – it should be creating value. It is not the end user’s responsibility to know and to need a TLD so stop stating “there is no demand for it from the customer” because it is an irresponsible excuse. The end user is the ultimate customer for any Registry and Registrar/Reseller. They are not just one number to your overall domain name management volume.
Get to know who they are and develop your offering to support their need. Their usage is providing you an important clue.