The .is extension is not only beautiful for it self, it's unique in the way how well it fits with persons and companies names and adjectives, e.g. when building a search engine catchy domain sentance like: toyota.is/thebestcar/intheworld.
Iceland is a peaceful litle country with stable economy and politics. It is known for respecting human rights and for being one of the oldest democracy in the world. The icelandic parliment, "Althingi", was founded in the summer of 930 by the Vikings, only about 60 years after the settlement of Iceland.
The .is top level domain is ideal for those who want to present a professional and trustworthy image all over the world, and show their commitment to the region as well.