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Comment by verelo | Hacker News Reader

Having worked in the domain industry, and closely with many of the individuals currently bidding on these new tld's (and in some cases have already won ./something/) I can say this is just a land grab. No one has any idea what to do with .nike, .coke or .whatever, they're just after them because they dont want someone else to get them.

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I've been out of the "domain game" for a while, but aren't all of these TM-holders basically allowed to "claim" their names during the "Sunrise" period? That seems quite the opposite of a land grab: opening up early to avoid speculators snapping up copyrighted terms.

sunrise doesn't apply to the actual gTLD, only with $something.TLD

so, I hold the trademark Firebox. I can use it to get Firebox.london or Firebox.ecommerce

but not .firebox

Unfortunatly the trademark rights are not extended to TLD's so this is a bit of an exception. That does apply to domains in general however.

I worked a while back for a major company involved in the TLD rollout and was rather taken aback about how callous they were regarding what felt akin to extortion.

I've seen a lot of people have their morals shaped by the work they do. To me that's a lesson about being careful about the jobs I take. I got out of finance years ago, and now won't take advertising gigs, either. I don't want to be one of those people who ends up callous just because it's profitable.

Well, I changed departments in a company I was working for. It took less than 6 months to leave.

I would redirect amazon.com to shop.amazon, and then the other sites have more sense, like prime.amazon or local.amazon, etc etc.

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