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The companies who want to acquire Internet address are facing many difficulties nowadays. There is clearly an excess of demand in domain name business. The prices of effective Web-site addresses have become very expensive.

Initially, there were so-called cybersquatters, speculators, who brought attention to the Internet domain name business. They registered well-known brand names with the intention of selling them at much higher price. For example, they bought the URL www.McDonalds.com and sold it to the company afterwards.

Registering an URL with the ending .com, .net, and .org costs only $70 today. But there are already over 6 million names that have been registered, so companies or people who want their own Internet address usually discover that the domain they want is already taken. If all the simpler and shorter names are registered, the newcomers have to find longer words that are suitable for them or combine some words together. That is the reason why domains have become so valuable, because for marketing purposes, memorable names are more demanded.

Companies want their customers to have direct access to their Web page just by typing in the short URL. If they do not have a good Web site address, the search for its name results in numerous misleading results. Even if the company's Web page is found, the brand recognition gets very weak, because of so many similar names the result shows. "Javed recently completed a study of business names on the Internet that illustrates the point. He found 8,793 names containing the word "web" (including Webtron, USWeb, and Webtech) and 7,901 names with the word "link" (like Linknet, WorldLink, Linksys)" (Hadekel 1). The short and noticeable names like Nike or Sony are much better off.

The number of existing names make also the life of those businesses difficult that are specialized on selecting names for businesses and their products. They have to make...