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Forget .sucks, .feedback will drive trademark owners nuts all over again

Kevin Murphy, November 4, 2015, 21:22:30 (UTC), Domain Registries

Top Level Spectrum, the new gTLD registry behind .feedback, plans to give sell domains matching 5,000 of the world’s top brands to a third party that does not own the trademarks.

That’s one novel element of a .feedback business model that is guaranteed to drive the intellectual property community crazy in much the same way as .sucks did earlier this year.

The other piece of ‘innovation’ will see all .feedback domains — including the 5,000 brands — point by default to a hosted service that facilitates comment and criticism.

An example of such a site can be seen at www.eggsample.feedback. The registry’s CEO, Jay Westerdal, has a .feedback site at www.jay.feedback

If you agree to use the hosted service with your domain, the domain and service combined will cost a minimum of just $20 per year.

However, if you want to turn off the hosted service and use your .feedback like a regular domain, pointing to the web site of your choice, the price will ratchet up to $50 a month, or $620 a year.

Those are the wholesale prices. Both services will be offered through registrars, where some markup is to be expected.

The hosted service is being offered by Feedback SAAS LLC, a company that, judging by its web site, appears to share ownership with Top Level Spectrum, though Westerdal says the two firms have different employees.

It’s not dissimilar to the model employed by .tel, where name servers by default point to a registry-hosted service.

Unlike .tel, .feedback registrants will be able to opt out of using the SAAS service and point their domains to whatever name servers they want.

Westerdal told DI that .feedback is in the process of making a deal with a “third party” he could not yet name to have 5,000 branded .feedback domains deployed during the Early Access Period of the .feedback launch. That’s scheduled to start January 6.

“We are striking a deal to get feedback sites out there. We want everything to have feedback,” he said. “We are signing an agreement to get the ball rolling by doing a founders program to get names out there. Your favorite shoe, your pizza place, your everything.”

“The sites are all geared towards free speech and giving reviews,” he said. He said:

No trademark infringement will occur though, the sites are all geared towards free speech and giving reviews. Confusing the public that the brand is running the site will not happen, each site has a disclaimer and makes it clear the brand is not running the site.

Asked whether we were talking about a genuine third party or a shell set up by the registry, he said: “A real third party. I am not playing games.”

He said the higher pricing for the naked domain registration is intended to discourage companies from turning off the domains matching their brands.

The whole point of .feedback is to solicit feedback.

The as-yet unspecified third-party taking possession of the 5,000 brand names would not be prevented from selling the domains to the matching brand owner, or to any third parties, he said, though he would not be in favor of such a move.

He said that $20 a year to run a configurable .feedback site, with moderator privileges, is a “great deal” compared to the $300-a-month service he said consumer review site Yelp offers.

The SAAS service will make additional revenue by selling added features, suitable for enterprises, he said.

.feedback went into its sunrise period last week with a $2,000 wholesale fee — the same high price that attracted criticism for .sucks.

The original Registry Service Evaluation Process for the .feedback service hit ICANN over a year ago (pdf).

I missed it then. Sorry.

I noticed it today after corporate registrar MarkMonitor blogged about it.

Matt Serlin, VP of MarkMonitor, who blogged his opinion on .feedback’s strategy earlier today, said in an email that the .feedback strategy was “more objectionable” than he had thought, and that “[W]e would most likely look to raise to ICANN if that is his stated intent.”

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Comments (2)

  1. DNS Wizard says:

    Technically .TEL does allow domain owners to run the domain on their own nameservers – at no additional cost! – on the condition they implement all DNS Resource Records required. All the information on each .TEL website is just a list of DNS entries.

    If .TEL had launched in the early 90s, it would have been cool since it published a contact directory in DNS. Everyone now uses the web, but had .TEL been older, lots of applications could have quickly queried information with a few DNS lookups.

  2. While the article gets a few things wrong I will not go point by point to address everything.

    I would like to clarify about domains and the “law of the hammer”. I wrote a blog post explaining the registry position if readers would like to read more from the .Feedback perspective.

    http://www.dnsfan.com/2015/11/hammer-nails-and-feedback.html

    As a registry we are more open to feedback then any other registry.

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