Most of our readers are now familiar with ICANN's new generic
top-level domain (gTLD) program, which saw over 1,900
applications from various entities seeking to operate new top-level
domain name registries. Most of these applications were for
true gTLDs such as .web, .law, .book, and .family. But about
a third of the applications, referred to as ".Brand
TLDs," consisted of trademarks (many famous and well-known
marks), including .canon, .fiat, .youtube, and .pfizer. Each
applicant paid several hundred thousand dollars per application
(including ICANN's $185,000 application fee!) and, if awarded
the contract, is responsible for the day-to-day operation of
its own gTLD registry. Many applicants are opening their
registries up to the general public, and many have already been
activated ("delegated," in domain name parlance).
