Filthy with cash from incoming new gTLD applications, ICANN is secretly working on a new “penthouse-level domains” project.
The program, detailed in leaked emails [pdf] between senior ICANN executives, will open up the space to the right of the final, overlooked dot in a fully-qualified domain name.
The new “pLD” project will allow brand owners, for example, to apply to run a domain name to the right of their newly acquired dot-brand gTLD, creating new marketing opportunities. Penthouse-level domains are believed to be the brainchild of outgoing CEO Rod Beckstrom.
“I figured I may as well torpedo the whole joint on my way out,” he said, stuffing ICANN’s air-conditioning system with three-day-old sushi.
Officially, ICANN expects the program to be warmly welcomed by the trademark community. “The most common complaint we hear from dot-brand gTLD applicants is that they have no idea what to put at the second level,” said ICANN spin doctor Brad White.