What It Is and What It Does

Article from Issue 174/2015

Author(s): Joe Casad

I recently ran across an article in Ars Technica on the impending launch of the .sucks domain. The article linked to another piece on .sucks at the Marketing Land site. When a company called Momentous picked up the rights to the new .sucks top-level domain (TLD) at the generic TLD sale late last year, the concept of site owners registering a domain in .sucks the way they register a domain in .com made the rounds as an office joke. But now, a few months later, it looks like the operation is really ready for business.

Dear Linux Pro Reader,

I recently ran across an article in Ars Technica on the impending launch of the .sucks domain [1]. The article linked to another piece on .sucks at the Marketing Land site [2]. When a company called Momentous picked up the rights to the new .sucks top-level domain (TLD) at the generic TLD sale late last year, the concept of site owners registering a domain in .sucks the way they register a domain in .com made the rounds as an office joke. But now, a few months later, it looks like the operation is really ready for business.

A company called Vox Populi (reportedly a subsidiary of Momentous) even has a website [3], where they express their ideals and explain the arcane pricing options. The company bases its pitch around free speech and consumer advocacy. A quotation on the home page states: "By building an easy-to-locate, 'central town square' available 24 hours a day, 7 days a week, 365 days a year, dotSucks is designed to help consumers find their voices and allow companies to find the value in criticism. Each .sucks domain has the potential to become an essential part of every organization's customer relationship management program."

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