.london has been around for only about 6 months. Despite living in London, this is actually the first time I've seen anyone use it.
I saw some posters (I think for West End tickets) on a Southern train a little while back using a .london domain. Though it wasn't prefixed with a www so I wonder how many people didn't recognise it as being a domain name.
Also didn't know there was a ".london" TLD, but I'm not following such things very closely. It seems anything is a TLD these days.
Clicking on a story's link opens a new tab. This site doesn't work like that, which is very confusing since it breaks the pattern and creates confusion.
Probably only matters if you think your users are going to be readers of both sites, but that does seem rather likely to me, at least.