If I had the money to spend
I'd buy no.trust, dis.trust, and mis.trust, but then again, maybe I'm just being cynical.
The NCC Group has revealed how much it expects to sell new .trust domains for: $150,000. And that's just the wholesale price. The idea for the new domains is that they will be super-secure. Back in October, NCC Group published an extensive security rulebook that all .trust domains will be expected to follow. The company is …
I'm all for holding banks to higher standards, but it isn't going to work if you're charging 150k for a domain. How many are going to pay that when other TLDs are available?
Even if it were cheaper, it still isnt going to work. If users are too stupid to think therealhsbc.geocities.com is their bankimg login page (or more likely, don't even glance at the address bar) then it doesn't matter whether it's hsbc.trust or hsbc.honestguvitsreallyus.
Aside from making NCC money, the only real benefit I can see is the extra weight carried by "your site is insecure, fix it or we'll suspend your 150k domain" - except you've got to get the customers first.....
>I'm all for holding banks to higher standards,
Good luck with that. Banks follow their own internal practises and they generally have enough business that they can tell people like the PCI-DSS enforcers where to go. They also really do not want domain-name proliferation which gets people used to the idea of multiple domain suffixes for them. That just leads to easier phishing. There's also little marketing use as few people will know how much it costs or why that should translate into security. A registrar telling a bank how to be secure? I don't think so.
Does any domain name inspire trust because that's what the domain name implies?
The first time one of these domain names gets hacked, and they will... You lose that trust forever.
This is where their business model fails.
In short ... They are doomed to fail from day one
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