"From this Thursday 12 January, companies can apply to the Internet Corporation for Assigned Names and Numbers (ICANN) for the domain name suffix of their choosing — from dot brand (.brand) or dot product (.camera, for example) through to generic terms like .food, .hotel or .pugs."
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Companies prepare for a land-grab of new top level domains (Wired UK)
.pugs, Keris! (I don’t suppose .diane is available…)