Motto is: "Browse MORE Ad LESS™ ".
The concept is to "implement online standards for all the advertising and marketing over new proposed gTLDs in 2012".
Users will be able to browse more with less adds visiting web sites over a simplified network.
.les domain names and AdvertisingStandards.org together, are designed to give all consumers around the world the highest quality online browsing experience while increasing security and download speeds for PC's and mobile devices.
You can read more about the concept on www.advertisingstandards.org