My theory with this is: when you have a good website about your brand, business or as a life coach you can use a TLD like .blog.
So within few months on social media users knowing your name, typing it in google, your .blog TLD will stand out in the serps , because the others all have a .com or .net domain, so you stand out with that .blog domain, or .site, .online, news,. store, .marketing, .consulting, .....etc,etc..... in the end this will give you a ctr boost.
On the other side it's so stupid users behaviors, our brain many thaousand years of evolution, is not able to memorize if a domain is johns.blog or johns.com ? Come on........I will not believe that we live now in 21 century folks !
Happy Sunday !