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Master of Your Domain? Maybe in .Com But Not in .Sucks

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Apple Inc., Citigroup Inc. and the San Francisco 49ers are among companies rushing to protect their brands from critics and pranksters by buying up new Internet addresses that end in “.sucks.”

Through the end of the month, the new domain suffix is being made available by Vox Populi Registry Ltd. only to trademark holders, for about $2,500 a pop, as part of a wider expansion of Web names beyond the familiar “.com.” But starting June 1, Vox Populi will drop the price to $249 and let anybody attach the available word of their choice.