The Internet Corporation for Assigned Names and Numbers (ICANN) board has voted to dramatically increase the number of Internet domain name endings–generic Top-Level Domains (gTLDs)–from the current 22, which includes such familiar domains as .com, .org and .net” to a unlimited number of new Top Level Domains in any language or script.” So, beginning in 2012, you can look “forward” to such TLDs as .missamercia, .gameofthrones, or .superbowl.

In a statement, Rod Beckstrom, President and Chief Executive Officer of ICANN. Said, “We hope this allows the domain name system to better serve all of mankind.” Gag me now! Beckstrom also claimed that these “New gTLDs will change the way people find information on the Internet and how businesses plan and structure their online presence. Internet address names will be able to end with almost any word in any language, offering organizations around the world the opportunity to market their brand, products, community or cause in new and innovative ways.”

Oh please. Get over yourselves. The only point in opening the doors to an endless number of gTLDs is to increase the profits for domain name registrars (DNR). For them, this will prove a license to print money. For businesses, who must protect their trademarks it will be a pain-in-the rump and some additional expense. I can already see people getting ready to grab the TLD “.cola” and waiting to charge Coke and Pepsi or the “privilege” of registering “coke.cola” and “pepsi.cola.”

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