New Domain Name [Dot] Sucks for Hated Companies

By Shawn Paul Wood Comment

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Trolls are people too, which is why it is so important to do something nice for them once in a while.

Enter ICANN, or the Internet Company for Assigned Names and Numbers. Who are they? The global powers-that-be organization responsible for every URL out there. These guys are the wizards behind the curtain who approve such nuggets as .com, .net., .org, and .ca — or, if you’re slightly more daring, .WANG., .FISH., .APP, .BABY, and .SEXY.

And now, a troll’s dream come true: .SUCKS. Yes, as in http://this.sucks!

The next time there’s an oil spill, guess who is getting a .SUCKS domain? The next time your favorite team chokes in the playoffs, do you think a fan full of angst (and really bad tap beer) might launch such a domain to express his or her feelings?

Where is the PR outcry over this dubious development?!

Vox Populi Registry, a Momentous.ca affiliate that owns the right to administer the .SUCKS domain, has set aside select names that will cost as much as $2,500 a pop to register. This category of domain names, dubbed Sunrise Premium, are filled with names that are registered with the Trademark Clearinghouse (ICANN’s global trademark database), according to Marketing Land.

In other words, the names of large companies.

See there? We’re all thinking it, the trolls are counting on it. And some people are already designing it. Sure, your client could buy <BRAND NAME.sucks> but what about <BRAND NAME REALLY.sucks>? There’s no end in sight. We’re talking cyber anarchy here.

You’ve been warned, PR peeps.

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