It’s no longer big news that various capital cities, large corporations and sponsored communities are now applying for their own New TLDs, however it seems that CentralNIC are hoping that they can appeal to a different set of customers altogether.

The registry, who are already behind a number of alternative TLDs including gb.com and us.com, are pitching the New TLDs to the super wealthy, in the hope that they will want to secure their very own .familyname TLD. Although ICANN have rules prohibiting individuals from placing applications for New TLDs, there is no specific restriction on applying for an extension for personal use, as long as there’s a corporate entity backing the initiative.

CentralNIC have launched a site called dotfamilyname.com which advertises the “Family Digital Crest” as a way of protecting a legacy in the digital age. The website boasts some clever marketing to entice the rich into parting with their hard earned cash to get their hands on one of these names.

“Now, as well as .com and .net, there will also be .coke and .nike, and even .familynames. These new top level domain (TLD) addresses will enable an elite few to represent themselves and their families at the right side of the dot… An address so prestigious and technologically advanced, that it places you and your family at the very apex of the digital landscape.”

Tempted? Fees start at around $500,000 for the initial application. CentralNIC will then manage the TLD for you on an on-going basis… for more money of course!

Suggested uses for the domains include a private network of family websites for a discreet, central location to host content and images. Or perhaps just to establish a legacy for generations to come! My personal favourite however:

“To ensure that, among the families sharing your name, your family controls it.”

So is it bad taste, or could it actually work? Might we be seeing warren.buffet and paris.hilton printed on business cards and bill boards in years to come? CentralNIC obviously think so, and as they point out, after you’ve spent money on a $100 hamburger and a $10,000 mobile phone, why not stamp your name on the Internet for all to see!

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