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.sucks won’t discount its fee for $10 domains

Vox Populi Registry is looking for a free speech advocate partner willing to absorb hundreds of thousands, maybe even millions, of dollars in costs.

The .sucks registry has for many months promised that later this year it will introduce a Consumer Advocate Subsidies program that will enable people to get a .sucks for the deeply discounted price of $10 a year.

Currently, the standard recommended retail price of a .sucks is $249, with a registry fee of $199.

Users of the subsidy program would get their names for $10 or under but they’d have to agree to host a free forum on the site, open to anyone that wanted to criticize (or, I guess, praise) the subject of the domain.

It has been broadly assumed that the subsidy would be matched by a discount in the registry fee.

But it’s emerged that Vox Pop has no plans to lower its own fees in order to offer the subsidy.

Essentially, it’s looking for a partner willing to swallow a cost of essentially $189 a year for every subsidized domain name.

CEO John Berard said in a blog post this week, and has subsequently confirmed to DI, that the subsidy is a subsidy and not a discount.

Vox Pop will still demand its full wholesale registry fee for every .sucks domain that is sold. Berard blogged:

Whether a registration is subsidized, the price to the registrar and registry is unaffected. That is the nature of a subsidy. Neither is the program to be offered by the registry. We are talking to a number of free speech advocates and domain name companies to find the right partner.

“The partner has to be one committed to free speech and confident in its ability to rally contributions to underwrite the activity,” Berard told DI.

To me, this proposition suddenly looks hugely unattractive.

There are over 6,000 domains in the .sucks zone today, just a month after general availability began, and that’s with registrants paying $250 to $2,500 a year.

With a $10 free-for-all, the number of registrations would, in my view, spike.

Unless there was some kind of gating process in place, the subsidy partner would likely face hundreds of thousands of dollars in recurring annual fees almost immediately. It could escalate to millions a year over the long run.

I’m trying to imagine how an organization such as Which? (which I’m guessing is the kind of organization Vox Pop is talking to) would benefit from this arrangement.

There is “quite an interest” in signing up to become the subsidy partner, Berard said. He said that in some cases potential partners are looking for marketing opportunities or ways to “enhance their reputation”.

Details of subsidy program are expected to be announced early in the fourth quarter.