That .sucks weirdness? Worse than I thought
A business plan to turn .sucks into a massive Wikipedia-style gripe site, described by trademark lawyers five years ago as a “shakedown”, has reared it ugly head again.
You may recall that earlier this week I reported how somebody had registered many hundreds of .sucks domain names and listed them for sale on secondary market web sites at cost price. It looked weird, almost as if the registry or an affiliate was the registrant, which the registry denied.
It turns out I only told you half the story, for which I can only apologize.
At the time, the domains in question were not resolving for me, probably due to my terrible, block-happy ISP. But now they are resolving, and they reveal the return of Everything.sucks, a plan first floated by the .sucks registry in 2015.
It’s a network of hundreds of .sucks micro gripe-sites, each targeted to a specific brand and each each populated with content scraped, usually without citation, from Wikipedia, social media, and consumer-review aggregator web sites.
Here’s where jackdaniels.sucks takes you, for example (click to enlarge).
The description of the company is taken from Wikipedia. The customer comments below are taken from reviews of an apparently unrelated company called The Whisky Exchange published by TrustPilot, and the social media posts have been pulled from Instagram users deploying the hashtag #jackdanielssucks.
Other pages on the site seem to scrape content from GlassDoor, a site where employees review their employers.
While there’s nothing wrong with gripe sites, automating their creation over hundreds or even thousands of brands that you don’t genuinely have gripes with seems, charitably, churlish.
And these gripe sites are — or at least were — being monetized.
You’ll see a banner ad in the top-right corner of the above screen-grab, offering jackdaniels.sucks for sale. The link took you to a page on Sedo that offers the domain for sale with a buy-now price of $199 (the same as the registry’s wholesale fee).
Banners on other pages led to landers on GoDaddy-owned Uniregistry.com with prices of $599.
These banners, which appeared on every brand’s page that I checked, seem to have disappeared at some point over the last two days. I’m sure the change is unrelated to the fact that I started asking .sucks registry Vox Populi and parent Momentous difficult questions about these trademark-match domains on Wednesday.
While UDRP panels have disagreed over the years, there’s precedent dating back two decades that “trademarksucks.tld” domains with sites that contain genuine, non-commercial criticism can confer legitimate rights to the registrant and are therefore NOT cybersquatting.
I doubt a site that actively tries to sell the domain name in question for above out-of-pocket costs could be considered non-commercial.
Still, it looks like those banners are gone now, and I can’t find any other examples of obvious monetization.
I use jackdaniels.sucks as an example here as it’s the site I took a screenshot of before the changes, but there are many hundreds of similar trademark-match domains being used to feed traffic to Everything.sucks.
I note that unitedinternet.sucks, named after the parent company of Sedo, is for sale for $199 on Sedo and leads to a gripe site on Everything.sucks containing less-than-complimentary remarks. It’s for sale at $599 on Uniregistry.
But who is Everything.sucks?
The concept itself originates with the .sucks registry itself. Before the TLD launched in 2015, it floated the idea to a tsunami of criticism from trademark owners.
The plan back then was to sell .sucks domains for .com prices — a discount of a couple hundred dollars — but only to registrants unaffiliated with the trademark owner. These registrants would have had to forward their domains to an Everything.sucks-branded discussion forum.
Back then, Vox Pop said it planned to work with a non-for-profit third party on this initiative.
That third party never materialized, and later in 2015 appeared to mutate into a system called This.sucks, operated by a company called This.sucks Ltd, which took over the Everything.sucks domain name.
This.sucks sold .sucks domains for $12 a year, with the domains pointing to a forum/blogging platform that the company hoped to monetize.
Both This.sucks and Vox Pop denied there was any link between the two companies, but I later uncovered a lot of compelling circumstantial evidence linking the two companies, including the fact that Rob Hall, CEO of Vox Pop parent Momentous, paid for This.sucks’ web site design.
This.sucks appears to have fizzled out in the intervening years, but now Everything.sucks is back with a mystery registrant snapping up thousands of domains, at a cost of at least half a million bucks, under the Everything.sucks brand.
Public Whois is useless nowadays, of course.
But the front page of Everything.sucks describes it as “a non-profit organization and communications forum for social activism”.
Many of the domains that redirect to its site appear to be registered to a Turks and Caicos company called Honey Salt Ltd, a name that does not naturally suggest a non-profit entity.
Others use Momentous’ domain privacy service. All appear to be registered via Momentous-owned registrar Rebel, which sells .sucks domains at cost and is therefore one of the cheapest registrars on the market.
Back in 2015, intellectual property interests expressed doubt that the proposed Everything.sucks third party and the This.sucks third party were not in fact just smokescreens, fronts for the registry itself.
Vox Pop CEO John Berard on Wednesday denied to DI that the company had any involvement in the recent spurt of trademark-match registrations being used by Everything.sucks and expressed a lack of knowledge about the registrant’s intent.
I’ve not yet received comment from Momentous, but I’d be very surprised if the company does not know who is behind Everything.sucks.
At the very least, Vox Pop and Rebel are both privy to the unexpurgated Whois and/or customer records for whoever is running Everything.sucks and whoever it is that has grown the .sucks zone file by about 50% since June.
If you find this post or this blog useful or interestjng, please support Domain Incite, the independent source of news, analysis and opinion for the domain name industry and ICANN community.
Good work. .sucks was bad idea. I support gripe sites, but a .sucks TLD…uhh what were they thinking? Oh there is a .gripe, there’s .reviews and other more tasteful alternatives. .sucks could potentially hinder the entire program!
This brings attention straight to ICANN. Unwanted attention. Nothing but a blunder. Offer registry a trade imo. Get them something better.
If you wanted people to have a reason to reject new domains in whole, you would do exactly what is happening now. Talk about shooting your own foot!
The fact is, tlds are powerful. This rubs everyone the wrong way.
Good luck renewing them all next year if they all follow a $2608.65 price tag!
https://ibb.co/Y0NW5VG
I don’t think the premise of putting up uniform public protest portals on sucks domains is a bad thing. I think it’s good that people have the ability to express themselves freely and anonymously. New GTL D’s were supposed to foster innovation. This looks somewhat innovative when you consider that social and regular media have dominated and become highly restrictive of speech since New GTL D’s were first contemplated. ICANN should be more worried that the naming public sees them as a do little fee gathering machine than about trying to stifle protest on .sucks