According to new rules unanimously passed by the Internet Corporation for Assigned Names and Numbers, or Icann, at its meeting here, any company, organization or country will soon be able to apply for a new Web address extension, called a top-level domain.
That could smooth the way for Web addresses that end in city names, brands and generic words. It could also sow confusion in the minds of Web users, create a host of new ways to exploit the Web addressing system and start a wave of legal skirmishes over applications to register trademarks — .coke, for example.
Uggh! What a mess this makes for normal businesses & organizations. People are already having a tough time keeping track of your web address. By adding basically an unlimited number of .anything branding by domain becomes just about impossible.
If anything is going to drive people even more into the arms of the search engines, it's going to be this.What are you going to do?
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