There are premium renewals for short and 1-word domains. And some 1-words don’t have premium renewal.
check: w.is Whois tool for renewal price on domains.
I am a bit surprised to see the activity on .now and predict it will be an up and comer but it's these renewal rates that will eventually stifle it and send it alongside the other failed new gTLD's.
Had they stuck to regular renewal rates I predict this extension would eventually have become quite a sizable player.