use of 'cheugier' aside (not that well known but definitely not unknown, was lots of articles about it in the Times and stuff like 6 months ago when it was a thing. was a thing.), lame article stretching a story out of nothing. Alphabet put .xyz on everyone's radar ages ago and now there's just a large influx of ppl looking for new domains for their projects and to differentiate, xyz is where they're ending up. Generic and cheap.