Kevin Spacey, Google, Apple and Microsoft are among the first to buy .sucks domains in apparent attempts to protect their reputations.
Vox Populi Registry, which took .sucks to its sunrise period on Monday, has started publishing the names of sunrise registrants on its web site.
Names scrolling past on a ticker stream this morning include kevinspacey.sucks, gmail.sucks, siri.sucks and windowsphone.sucks.
Other brands to register so far include Instagram, WordPress, Bank of America, Wells Fargo and Wal-Mart.
The dominant registrars on the ticker are MarkMonitor, CSC and LexSynergy, which all specialize in brand protection.
It’s notable that some of the registered strings are secondary brands covering products and services, rather than merely the company’s name.
That could suggest that trademark owners are being somewhat aggressive in their defensive registrations in .sucks.
Actor Kevin Spacey, the only celebrity I spotted on the ticker, has a track record of protecting his personal brand online.
In 2002, he won a cybersquatting complaint over kevinspacey.com, which is now his official web site.
Spacey… well, let’s just say he has been the subject of many speculative media reports over the years. We have mutual acquaintances and from what I hear I can see why he wouldn’t want his brand in third-party hands.
UPDATE: Taylor Swift’s people, who made headelines a few weeks ago by buying taylorswift.porn, have also acquired taylorswift.sucks via MarkMonitor.