New gTLD editors' picks

by .Nxt | 21 Jun 2012 |

We've been through everyone of the 1,930 applications and here are our picks.

KETCHUP

Why pick this?
Because it pushes the boundaries of commonsense

Who applied for it?
Heinz

What will it be used for?
Dot-ketchup will be a “trusted, hierarchical, and intuitive namespace for consumers to access content related to Heinz Tomato Ketchup worldwide.”

So what?
We can see many wonderful and innovative uses for new top-level domains but, forgive us, we really think that a single ‘ketchup.com’ would probably do on the topic of ketchup. Do you really need a fundamental piece of Internet infrastructure to cover the vagaries of tomato sauce? (No, you don’t.)

What does it tell us about new gTLDs?
That some companies felt compelled to protect their leading brands, even
when it made little sense to do so. This should be a prime candidate for Heinz to drop now that they know no one applied for it, and recoup $130,000.

Anything else?

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