Internet Gold Rush: Generic Top-level Domain Names

Do we need generic TLDs?

In a word, no.

Let’s start from the basics though. What is a TLD? It’s a top-level domain, that is .com, .net, .org, .it, .fr and so on (.it, .fr, etc. are ccTLDs – country-code TLDs). What is a generic TLD, or gTLD? It’s a custom top-level domain, for example .jobs. The registrant must ask to IANA to register each new gTLD, and that is happening right now. Please note that each domain is rather expensive as of now, and I’m not sure if mere mortals will ever be allowed to register them.

The idea is that a gTLD conveys more meaning than a normal TLD. For example, monster.jobs makes it clearer than monster.com that the site is about finding a job.

But do we need them? Do they actually make the Internet a better place?

As I said, no.

The reason is rather simple: despite domain names are meant to be remembered easily, most people do not remember them. They just write “monster” in Google, or in their browser address bar. Users already delegate the task of finding the appropriate domain or URL to browsers, search engines, or simply their bookmarks. And that is just fine. There’s no reason to remember something when someone – or something – else can do that for you. Even worse, it’s likely that most users don’t even notice the URL of the websites they visit at all.

.com, .org, .it, .lol, .sucks – no difference at all in users’ mind, and no added value from gTLDs.

In other words, would users prefer nasatelevision.youtube over youtube.com/user/NASAtelevision? I doubt it. Surely the gTLD is nice and compact, but would anyone notice? Would anyone care? The case for short, readable URLs (or domains) is all about people involved in web development. Users just don’t give a damn, provided the website works and can be found on Google.

In my eyes companies are now spending money for no reason other than grabbing the most interesting gTLDs out of the hands of others. The word speculation comes to mind. I suspect it’s just IANA trying to milk big cows, but if that helps keeping the Internet open, free and independent, then gTLDs have a purpose after all: they’re a big guy tax.