The number of generic top-level domains (gTLDs) available for use has climbed into the hundreds, and ".sucks" will soon be added to the list. However, angry customers eager to get their hands on brand-specific domains like "bestbuy.sucks" or "comcast.sucks" shouldn’t get their hopes up; according to MarketingLand, the domains will cost far more than most consumers will want to pay.
The pricing situation around .sucks domain names is complicated. Companies with registered trademarks will have to pay an astounding $2,499 to register their trademarked names in .sucks. Registration of non-trademarked names during the "sunrise" period (March 30 until June 1) before .sucks goes live will cost at least $299 per name, while the standard registration fee after June 1 goes to at least $249 per name.
Companies are typically hyper-sensitive about brand usage, and few will want their .sucks domains under someone else's control. The .sucks pricing scheme has led to outrage from many quarters, with MarketingLand’s writeup quoting several industry figures who use words like "extortion" and "predatory."
Individuals aren’t let off the hook, either. There’s a "Consumer Advocate Subsidized" price tier reserved specifically for individuals, and at first blush it seems specifically designed for consumers who have a beef with a company; the pricing is a reasonable $9.95 per domain and will be available in September. However, domains registered for this price cannot use be used for a website—they must instead redirect all traffic for that domain to a discussion forum on the everything.sucks site. Using a .sucks domain for a regular website means paying the full standard price of $249 for the name.
The registrar in charge of the .sucks gTLD, Vox Populi, doesn’t see its pricing as "predatory" or extortive. Rather, the company suggests that without pricing the domains at a premium, squatters would snap up .sucks names in great quantity.
Even at $2,500 per domain, companies will likely rush headlong to buy up their own trademarks because, as MarketingLand notes, a customer who lands a brand’s .sucks domain and uses it for legitimate criticism will almost certainly win if the brand attempts to take it away in a court battle.
Update: This piece originally listed an incorrect price for sunrise purchase domains. The error has been corrected.
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