When plans for new generic top level domains were unveiled a few years ago many firms bridled at the idea that they would be forced to pony up for endless variations of their domains to stop squatters trampling on their turf.
Many found the nagging annoying but, as a case relating to the .horse domain has shown, these fears were not stirring up trouble for no reason.
The incident relates to US supermarket chain Walmart which has finally reclaimed access to the Walmart.horse domain after it had been taken over for longer than Sneak can remember.
The website in question had simply displayed a picture of a horse standing in front of a Walmart store - thanks to the magic of Photoshop. However, Walmart considered this a nightmare of a situation, so it had to take action.
Walmart turned to the World Intellectual Property Organisation, as reported by The Guardian, to try to reclaim the domain, citing the person behind the website as riding roughshod over its brand. In the end the comedian horsing around with the domain relented and handed it to Walmart.
Yes, Walmart made a bunch of false accusations and I didn’t feel like fighting them anymore.— Jeph©˚¨©˚˜˚œ∂¶§∂å˚© (@jephjacques) May 19, 2015
The case illustrates that it's important not just to whine about changes in the technology market, but to study what is going on and lay out whatever is necessary to get the URLs you need to protect your brand, before the horse domain has bolted.
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago