My way of thinking
The thing with new gTLD is that it take time to adapt to a new domain name extension: end users - who absolutely don't care about domain names (but professionals) - can only be surprised to read a new domain name for the first time, and when it does not look "standard", one can doubt. I imagine one can doubt when it reads a domain name ending in ".rip".
Many have gone through the terrible experience to go to the cemetery and bury a loved one. I have and I really loved that person. When going through such a terrible experience, some need to go forward and leave past behind, but some need to return to the cemetery to spend a moment thinking, in front of the grave. It is my case. This is where I believe the .RIP new gTLD makes sense to people like me.
The .RIP new gTLD
If "rip" can have a negative meaning, it can have a very positive one too and that's what I realized a long ago after listening to so many people say : "wow, this TLS is gloomy".
The truth is that the .RIP new gTLD answers one question that the funeral industry has not yet imagined: what is that useful service I could sell to that person who wants to visit his loved one's grave when the distance to the cemetery is too far away? I answered that question.
"Do it yourself"
A few years ago I though that the funeral industry would jump on that idea and the .RIP Registry would become a success. I also thought that if I was in that business, I would build a business on this. Recently, I checked the stats from the .RIP new gTLD and noticed a small 4,000 something domain name registrations so I understood that no funeral business found a way to use these tool as a service they could sell.
A few weeks ago I thought about it again and while I had time to spend at home, I realized that such a service should not be so difficult to created: very hard to market and sell but not so difficult to build online, so it is wad I did.
The need was a product, an presentation of that product and a way to buy that product. It is what I created on Tombe.rip : a service to buy a grave for the loved one...on Internet. This service is available in French right now.