But that can only be done when people stop treating.com as a first choice and everything else as sub-standard.
Wait, there's more than.com? Where have I been?;-)
Seriously though, non-national domain names are needed for multinational entities, and.com,.net,.org... make perfect sense for them. It would not very nice for web users have to choose between somecompany.us | somecompany.za | somecompany.fr if they had facilities in USA, South Africa, and France.