.sucks was a pure genius money making scheme where every major company has to squat (company).sucks - we own ours and used to use it to test our frame rules.

The "conspiracy theory" I buy into the most is that all these new TLDs are primarily motivated by the revenue of forcing every corp to register their equivalent domain.

Love that your company leaned into it for that purpose.

This isn’t a conspiracy theory. I accidentally ended up in a senior role at one of the new gTLD domain registries for a couple of years. “Name protection” - and partnering with the companies who offer corporate domain services to large corporations - was a core part of the commercial strategy.

Yes, the quotes around conspiracy theory were very intentional. :)