back to article The world .sucks at a minute past midnight on Sunday

At a minute after midnight on Sunday, UTC time, .sucks domains will go on sale to anyone who wants one. The flick of the switch to general availability is expected to produce a feeding frenzy as brands and celebrities scramble to make defensive purchases – there's no way Coca Cola wants in the wrong hands – and …

  1. Mark 85 Silver badge

    Will El Reg be getting into the fray? A sub-news site could be opened under OTOH, I wonder if someone will pick up or something similar. Just musing, evilly, out loud.

  2. Anonymous C0ward

    What is .sucks meant for?

    Because if it's customer service gripe sites, allowing trademark owners at all defeats the purpose. I don't think there's any fear of confusing it with a genuine branded site.

    1. Anonymous Coward
      Anonymous Coward

      Re: What is .sucks meant for?

      "Nice brand you've got there; pity if something were to happen to it..."

      I believe that's what .sucks is meant for.

  3. This post has been deleted by its author

    1. Anonymous Coward
      Anonymous Coward

      fill it with fake, trivial complaints

      I don't know why you got voted down, for the tongue-in-cheek comment? After all, it's only business, innit? And it's only, like... development. Evolution of business ideas, right? You got those review sites, they got ambushed (no, really, they've only found out now, it's all in the new, shock, horror). Then you had those "independent bloggers", and these got bought and have become a mockery, so now, let's see what our business image department can do to keep aligned, nay, stay abreast of the trends? Buy them suck.ers and turn them round! After all, that's what our valued business partners enabled, aka “sunrise period”.

      btw, wonderful business opportunity for the registry services, pitch the businesses v. business haters, and let them fight it out, and collect revenue from both sides. All in the name of "empowering consumers to start conversations about brands".

      p.s. how about the "" domain, when are they gonna be free to empower voters, blah blah blah?

  4. graeme leggett


    "The .sucks registry...defends itself as saying it is empowering consumers to start conversations about brands"

    "prices start at US$199 for a block that prevents anyone from buying the .sucks domain of your dreams. If you want to buy one to use, fork over $249."

    yes, at those prices they are making it easy for the ordinary man/woman in the street to complain about how they have been made penniless by big corporations.

    It looks like they've figured out a way to gouge the brand owners in one direction and the consumer on the way back.

    On the plus side, I wonder what the vacuum cleaner manufacturers can do with etc...?

    1. JDX Gold badge

      Re: Predatory?

      £150 is hardly out the of reach of a typical person with a genuine grievance that they consider worth pursuing. It does however mean that people won't buy one every time a company upsets them in some trivial way.

      1. moiety

        Re: Predatory?

        Small claims court is cheaper.

    2. Salts

      Re: Predatory?

      "The .sucks registry...defends itself as saying it is empowering consumers to start conversations about brands"

      "prices start at US$199 for a block that prevents anyone from buying the .sucks domain of your dreams. If you want to buy one to use, fork over $249."

      Their defence sucks, "buy it or we will let people attack your brand", I really don't see a need for such domains, marketing at its worst.

  5. Ian Emery Silver badge

    Dirty mind

    I wasnt thinking of complaints, I was thing of all the oral pron operators that might like a .sucks domain.

    1. This post has been deleted by its author

    2. Anonymous Coward
      Anonymous Coward

      Re: Dirty mind

  6. Paul Leigh

    This is just getting silly now

    I'm all for having a bit of fun, play on words and so on but this is juvenile and further proof, if it were ever needed, that the naming bodies are getting off on their own drug addled state of self importance.... and a load of cash too.

    Shame on anyone who uses these domains.

  7. thomas k

    no dot-suck?

    Sure, is great but is just bad grammar.

    1. Anonymous Blowhard

      Re: no dot-suck?

      .SUCK will be next year's cash cow, followed by .ISAPAEDO in 2017.

      Charging 20 times the going rate shows that this is aimed at corporations defensively registering domains rather than actual consumers with real concerns; ICANN make FIFA look like boy scouts.

      1. Anonymous Coward
        Anonymous Coward

        Re: no dot-suck?

        how much for

      2. Mk4

        Re: no dot-suck?

        ICANN got paid 185,000 USD in an auction for .sucks. Vox Populi won the auction (against rival registries) and then goes on to charge 2,500 USD per domain to pre-register. 74 domains later they are coining it. How is ICANN even equivalent to FIFA?

    2. LucreLout Silver badge

      Re: no dot-suck? @thomas k is just bad grammar

      As is, but I bet some joker has it sewn up by 00:01 Monday.

  8. Mk4

    Begin the cash cow milking

    Shameless, absolutely shameless. ICANN apparently now operates on "FIFA Corporate Rules".

  9. JDX Gold badge

    Is available?

    1. dotdavid


    2. Evil Auditor Silver badge
      Thumb Up

      JDX, I should create additional accounts here, just to multi-up-vote your comment. It's the only domain that really should exist under this TLD.

    3. Ken Hagan Gold badge

      I seem to recall from a previous article on the subject that ICANN have special protection in this domain, so "No, it isn't available.".

  10. MiguelC Silver badge


    What about the domain, or some other to the same effect?, doesn’t it?

    1. Anonymous Coward
      Anonymous Coward

      Re: Really!

      The domain is apparently still available...

  11. Raithmir


    I'm waiting for the .OhForFsckSake domains to go on sale.

  12. lglethal Silver badge

    Does anyone even use these additional add ons?

    I have to admit I cant remember ever using any website outside of the .com's (the various nationality ones), the .gov's (sometimes you just cant escape those), and the occasional .org or .net.

    I know there are now dozens of other ones that have come out, but frankly why would I bother to go them?

    Does anyone use one of them on a regular basis? Anyone?

    1. NumptyScrub

      Re: Does anyone even use these additional add ons?

      You could register yourself on the specialist dating site,, order in some liquid refreshment from, and then go on to browse some classic Mr. T quotes on, the possibilities are, if not endless, certainly quite large ;)

      1. John H Woods

        Re: Does anyone even use these additional add ons?

        I managed to snag for free but I have to agree that the whole gamut of these additional TLDs really doesn't add very much beyond dollars to the pockets of the undeserving.

    2. Ken Hagan Gold badge

      Re: Does anyone even use these additional add ons?

      I've seen or two URLs in *.info. That's counting over a period of several years. I can't recall any others. For all I know, someone could have blocked all TLDs with more than three characters. No-one would notice. No-one would care.

  13. Anthony Hegedus Silver badge

    How about .doesntsuck and .dontsuck, and then next year's .areprobablyok and .annoysme and the list goes on and on, until it'll become impossible to work out what the hell domain name to go to, what with .comm and .con and .co and the old-fashioned .com.

    It's going to be a gangster's paradise

  14. Yugguy

    Your momma

    Please tell me someone has registered

    1. LucreLout Silver badge

      Re: Your momma

      Your momma is on ice pending the inevitable .issofat domain.

      1. Tenacal

        Re: Your momma

        Must be some pretty thick ice then...

        1. moiety

          Re: Your momma

          It's humoung-ice.

  15. Rusty 1


    Blatantly thieving the idea from YPLAC, I think we need a .lac TLD.

  16. Jim 59

    "...defends itself as saying it is empowering consumers to start conversations about brands. It's therefore created an "advocates program" that gives away free .sucks domains to "cause-related, customer service-driven and politically..."

    Zzzz whatever. You're chasing a dismal trade selling insult words to carpetbaggers.

  17. Your alien overlord - fear me

    No, really.

  18. Michael Wojcik Silver badge

    How much effect can it have?

    Perhaps Coca-Cola is worried about "", and so on. But I really have to wonder if a .sucks domain will have any measurable effect on brand reputation, regardless of how it's used - as a legitimate consumer complaint site (for some value of "legitimate"), as an astroturfing attack site run by a competitor, as a complaint-resolution site run by the brand owner... In any of those cases, how many consumers will be aware of it? How many will think it's at all a reliable source of information? How many will make purchasing decisions based on it?

    For most Internet users the extent of the Internet is the first page of Google results and a few social-media sites. It's possible .sucks will catch on, but I'm not betting on it.

    1. asdf Silver badge

      Re: How much effect can it have?

      But Coke the product doesn't (the company well ...). American joke but who should be worried is current and former Jet quarterbacks.

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