Okay, well I suppose you are purchasing a home for your website, albeit the Beverly Hills equivalent.
Controversy has surrounded plans for applications that generate a huge number of new top-level domains. It is now possible to register a variety of new words as a web address suffix, allowing companies to further personalise their domain and open the gates to a whole new web category system.
According to BBC News , the most popular new suffixes are predicted to include parts of place names, such as .London and .Newcastle, localising specific domains and can also be used to promote particular brands and identities.
Both the Association of National Advertisers and the US Federal Trade Commission have opposed the plans due to speculation that it could increase the abuse of the domain name system, and make it more difficult to track down cyber squatters and online fraudsters.
The new top level domains come with a hefty price tag; however the scheme has already attracted significant interest from the retail and financial sectors.
Many believe that the new GTLDs will mostly affect smaller brands; companies that may not have £100,000+ to spend on what could essentially be considered a novelty.
There are concerns from those in the technical industry that existing validation systems for websites may suffer with the new extensions, although no issues have yet been publicised.
Not many domain registration companies will be applying to provide the new GTLDs, as many feel that the cost of these new extensions far outweighs the benefit they will bring to customers. Instead, companies like Domaincheck are choosing to focus their efforts on the sale of existing top-level domains like .com and .co.uk, and don’t feel that the decision to forego the plans will affect popularity.