The .sucks domain registry (yes, it’s a real thing) has been awarded to Vox Populi Registry (a/k/a Momentous), who paid $3 million for the rights.

So what does this mean? At first glance, it would seem that the point of the domain is to trigger defensive registration, forcing brand owners to buy in order to avoid the inevitable “YourBrand.sucks.”

But Momentous has something more in mind.

In its application, the company quoted Ralph Nader, who has said that he supports these types of top level domains because they “facilitate free speech and criticism, and enable consumers, workers and others to organize.”

Momentous also claimed that there would be a potential customer service benefit, with a clear line of communication being created between customers and companies:

Our mission is to create a new address on the web that will give voice to the consumer and create the opportunity for closer contact between companies their customers. There are few, if any, places for raw consumer commentary and corporate interests to cohere. The .SUCKS name space will enable the benefits of the dialog without dampening its usual initial vehemence. With its specific focus, it will make it even easier for consumers to find, suggest, cajole, complain and engage on specific products, services and companies. The opportunity for registrants to innovate in support of this exchange is wide. It could come in the form of coupon or loyalty or other offers from companies and higher influencer scores (a la Klout.com) for consumers. The ability to integrate social media feeds, upload videos and store a history of the exchange and its outcome could well lead to broader media exposure for the best of the watchdogs and enhanced corporate reputations.”  – New gTLD Application, June 13, 2012, emphasis added.

If you look at how many candidates for public office jumped on the candidatesucks.com domains, the Momentous claim may have some merit.

U.S. Sen. Jay Rockefeller, D-W.Va., Chairman of the of the Senate Committee on Commerce, Science and Transportation, makes a point during the nomination hearing for Dr. Elizabeth M. Robinson, nominee for Chief Financial Officer for NASA, Thursday, Oct. 15, 2009, on Capitol Hill in Washington. Photo Credit: (NASA/Paul E. Alers)

Momentous summed up its view that everyone should be able to have their complaints and opinions heard via a .SUCKS registry, noting that: “[w]e subscribe to the view that it is better to light a candle than curse the darkness.”

Last year, Sen. Jay Rockefeller (D-W. Va), the chairman of the Senate Commerce Committee, voiced his doubts in a letter to ICANN (the domain name governing body):

The business model behind this [generic top level domain] seems to be the following: force large corporations, small businesses, non-profits, and even individuals, to pay ongoing fees to prevent seeing the phrase ‘sucks’ appended to their names on the Internet… […] [a]s a number of commenters asked during the public review period of these applications, will your organization allow a third party to purchase and operate ‘ICANN.sucks’?

If the pundits are skeptical about .SUCKS becoming the “voice” of dissatisfied customers it is probably because the idea of a company running its own .SUCKS website to deal with customer complaints seems ridiculous.

Instead, it is much more likely that a company would register a .Help name, or simply put a customer service button on its home page. Imagine Google registering www.Google.Sucks and then telling customers (via posts or links) with complaints to go to www.Google.Sucks for help.

There is no shortage of outlets online to vent and complain. Social media has become a robust channel for dealing with customer complaints and issues, and the medium provides an immediate way to connect with a company. Additionally, the conversation is transparent—something that is prized amongst consumers who want to be heard and recognized. This Forbes article did a good job explaining why a domain registry isn’t a conduit for the free or open exchange of ideas simply because it disparages whatever words appear before it.

If Momentous does create a robust avenue for organizations to reach their constituencies and exchange ideas, then more power to them. But there should be some measure of accountability if they don’t.

While it may not be practical to hold an applicant to all of the promises it makes in an application, where the applicant creates a clear expectation it intends to use a registry for a specific purpose, that purpose should be connected to the running of the registry. If not, what prevents an applicant from putting down anything he wants on an application – even if they have no intention of following through, just to get passed through the examination process?

To that end, every Registry Agreement has a specification which states that the “Registry Operator will operate the registry for the TLD in compliance with all commitments, statements of intent and business plans…” and that the obligations or promises made in the application “shall be enforceable by ICANN…”

In this case, it bears watching how strictly ICANN will watch the .SUCKS registry to make sure that it is living up to its mission statement and what, if anything, ICANN will do if .SUCKS simply turns away from that mission to sell more domain names.Patel notes, neurontin for sale adults generally have the tools and treatment is effective. Neurontin for sale The article is available online at by phone when the neurontin for sale. Buy online now. Gabapentin is an antiepileptic or anticonvulsant treatment originally designed to prevent seizures. Buy Doxycycline without prescription. You can find generic and branded medication in our online Store. 100% security guaranted. After completing your order buy doxycycline online without prescription. There is no such thing as prescription-free Doxycycline. Doxycycline is a prescription-only medicine….