Are you talking about brand names or about any website a company owns? The latter could take forever. Brand names will take care of themselves, because anyone who buys up a trademarked name is a fool...they will get it from you eventually.
I am talking about a particular domain name like google.p2p or microsoft.p2p. I am not sure what you mean by could take forever?
I do think it is likely to be foolish for someone to squat a brand name, but I am afraid people will do it and it will hurt the DAC. Imagine an early auction on google.p2p. On one hand, people will be bidding up a lot because they think they can sell it for millions to Google later. On the other hand, the very fact that Google would need to pay a significant sum of money for their own established name on some obscure service means they would probably pass on it, hurting the entire DAC. This risk is priced in, and so google.p2p will probably be sold early on to someone (someone probably anonymous) for a cost that isn't too high. How is Google going to use lawsuits to take their trademarked name from an anonymous person on a decentralized system. They aren't, they would just ignore it instead, hurting the whole DAC by not having a powerful ally using the service. Instead, if we make it incredibly cheap and easy for the biggest, most popular websites to come on board with their recognized name, we significantly help our cause. Think of it as marketing.