A clever idea of a businessman, or a kind of blackmail? A mix of both probably, as large companies fear the .sucks domain. This new extension has been granted to Vox Populi, and now this registrar will start the launch of these domainnames.
Large companies will probably register their trademark / name as a precaution, because nobody likes to see a website with your trademark in combination with .sucks. Especially if this domainname turns out to be a platform for angry and bad stories about the trademark. And of course, the question is whether this allowed according to trademark law, but companies do not like to start a court action. This is costly and incurs bad publicity, especially when a war is started against free speech.
And therefore companies just register the domainname. Vox Populi knows this and asks a high annual price, reportedly $2,500 a year. So in the end, it is blackmail.
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“Trademark protection gives freedom to do business.”