Vox Populi has extended the pricey .sucks sunrise period for three weeks, saying trademark owners need more time to participate.
Sunrise was due to end this week, with general availability kicking off today.
But Vox Pop has extended the period to June 19, with GA starting two days later.
In an email blast to fellow attendees of the INTA 2015 intellectual property conference, the registry said it has “discovered that far too many intellectual property lawyers and company executives were unaware of the registry or the availability of its names.”
Other brands were unaware of the Trademark Clearinghouse, the email said.
“Additionally, we have seen an influx of applications in the final days and hours of our TMCH Sunrise Period,” Vox Pop said.
“We are concerned about the extent of awareness and rush, and so have decided that the responsible move is to add a bit more time to the equation by extending the TMCH Sunrise period,” it said.
The change in timings have been announced on the registry’s web site.
While it’s possible to read the move cynically — a way for Vox Pop to claw more cash from rights holders — it’s not particularly unusual.
It is not unheard of for launching TLDs to extend their sunrise periods in order to deal with late demand.
Anecdotally, trademark owners tend to delay sunrise purchasing decisions until towards the end of sunrise windows, creating the impression of growing demand and adding pressure to processing cycles.
The .sucks sunrise has come under fire for its pricing — a $1,999 registry fee that is being marked up by registrars by everything from $20 to many hundreds of dollars.