if the tld's are to be sold only to entities holding global, dilution protected(nobody can use them, even for unrelated products, for example can't sell pepsi socks..) why is there a deadline on it? because they wanted to hurry up the registrations?
Because everything that can be invented has already been invented. No need to allow later registrants.
More seriously: They probably expect the first rush to contain conflicting applications, so it is best to deal with those in a single batch.