Introducing .app, a more secure home for apps on the web
A key benefit of the .app domain is that security is built infor you and your users. The big difference is that HTTPS is required to connect to all .app websites, helping protect against ad malware and tracking injection by ISPs, in addition to safeguarding against spying on open WiFi networks.
Source: Introducing .app, a more secure home for apps on the web - Google Blog
Interesting. I wonder if this will catch on.