If BitShares DNS is to be adopted as widely as possible it must feel like it is unbranded, global and for the use of everyone. For this reason "bts" is an unsuitable name for the TLD. To someone browsing "bts" websites, it could seem like being in a small, restricted, proprietary corner of the internet.
It is necessary to sacrifice BitShares brand awareness in favour of the wider adoption which may arise from using a TLD which sounds more far reaching and all inclusive (such as "p2p"). If DNS systems are created by many other parties using various blockchains, we want ours to come across not as one of many brand options, but as the new adopted standard.
Does anyone think it's worth considering a re-branding of "BitShares DNS" itself? Imagine an average person or business wanting a domain with all the advantages offered by blockchain technology.
Would they, for example, rather give their money to "BitShares DNS", "Peer-2-peer DNS" or "Open DNS"? I'm not sure...