.directory? a good idea?

Dig a Business is a business directory targeted to business owners who want a better online presence, better search engine rankings and in the end more prospects and sales.

Being a directory owner I wonder if owning the .directory gTLD would bring more visitors or make a directory more easy to remember. I for one highly doubt that! It's still about content, about information, about services. I can imagine even people that would prefer the older but better established .com domains

This is why I see a .com directory related to shopping business better on the long run.