How Does “www.your-website.sucks” Sound?

Rob Hall, who helped secure the .ca domain name for Canada now wants to bring .sucks and others into the world.

Hall, chief executive of Ottawa’s Momentus Corp. and a founder of the Canadian Internet Registration Authority (CIRA), has applied to begin selling website names that end in .style, .design, .rip and .sucks.

Next week (June 13, 2012) he will learn whether those names will be among suffixes approved by the Internet Corporation for Assigned Names and Numbers (ICANN) from some 1,900 requests.

“ICANN has said, ‘Look, anyone can apply for anything they want,’” Hall said Thursday. ”These are the four we’ve applied for. We think they will be hugely popular.”

Hall, an internet entrepreneur, helped form CIRA in 1998 to take over the administration of the .ca suffix from the volunteer group at the University of British Columbia that had managed it since 1987. Being in tune with the net, he knows that such names as .sucks would be of particular interest to consumers.

“When we consider product reviews, online dialogue rarely satisfies the consumer who wants to be heard,” he said. “The mission of .sucks is to create a new space on the web that will give a voice to consumers and create the opportunity for closer contact between companies and their customers.”

The new generic top level domains (gTLDs), would supplement well known suffixes such as .com, .net and .org, which are quickly running out.

While ICANN has allowed new suffixes in the past, including .org for business and .xxx for adult-themed content, this is the first time it has openly allowed corporations to propose names that they want to administer online.

In January 2012, ICANN began accepting applications for the new web addresses. The submission deadline was last wednesday. Names such as .google, .bank and .home are expected to be approved.

However, not everyone can apply for a domain name. In order for companies, such as Momentous, to register for new domain name extensions, ICANN has required corporations to pay $185,000, and agree to pay a $25,000 annually to show that they have the technical competency to administer a new domain name extension.

To date, ICANN has taken in more than $352 million in application fees, according to outgoing ICANN president Rod Beckstrom.

With millions of dollars in application fees and no real certainty that the suffix will be accepted, do you think these applications should be accepted in general and at such a high cost?

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