No, because it's not an open registration process. it's an application process, and if you or i tried to acquire the .pepsi TLD it would be denied outright (and our $185k application fee would be forfeit).

New gTLDs (like .app) which receive multiple applications and have no clear owner are opened to an auction among the qualified applicants. Other more specific applications are given to the most qualified applicant (for example, i know the applicant for .ski has been endorsed by the USSA and FIS, the american and international governing bodies for skiing)