Google is the company that operates the .App domain name extension. On the Google Developers Twitter account earlier this week, the company posted a link to a YouTube video where the founder of a startup called Fluz discussed why he chose the Fluz.app domain name for his business.
In the video, the founder mentioned two options that were initially considered: Fluz.com and FluzFluz.com. Fluz.com is listed for lease via Venture.com. FluzFluz.com was registered by the Fluz startup, and it forwards to the company’s Fluz.app website.
The video seems at least partially like an infomercial for .App domain names, but assuming the founder is genuinely sharing his rationale for why he chose .App, I think it’s worth a watch: