You can register a name such as "free" as your top level gTLD and start doing just that, offering *yourservice*.free domains, you can act as the registrar and the policy maker overseeing your brand new domain pool. However the establishment of such a new top level gTLD requires the operation of a domain registry and demonstration of technical and financial capacity, it will be difficult for small players to easily register and manage gTLDs, but VCs alike can still create a useful utility in the domain system.