For any brand owner, one of the more irritating aspects of the internet is the difficulty of protecting your brand online. No matter how many domain names you register, at whatever expense, someone else can always come up with an extra one you hadn’t thought of and try to use it against you.
With the recent increase in the number of available gTLDs (generic Top Level Domains – the .com or .info part of a domain name), this problem has been getting worse, but it’s taken a real nosedive recently. One of these new gTLDs is .sucks, operated by Vox Populi Registry, and no prizes for guessing what market they’re targeting. And as if that weren’t bad enough, the specific twist with Vox Populi’s offering is that, whereas you will be able to buy brandsoup.sucks after 29 May 2015 for $9.95, if we want to pre-empt you and buy it now, it will cost us $2,499.00!!