why the hell would you save the www after all that talk of redoing the internet naming scheme?
makes more sense at that point... because you could already get that domain if you made a top level named coke. Which is where we got all these other top level names from such as .info, .name, .biz
The first part (enjoy) would become the TLD.
Registering that would enable you to create urls like
Registering "www" first you could sell as many traditional looking web addresses as you want and thereby adopt the entire web while youre at it...