The quandary for brand owners as ‘.sucks’ unveils $2,499 registration fee

It has been announced that sunrise registrations (and most brand-related registrations outside sunrise) in the ‘.sucks’ string will cost $2,499, making defensive registrations a costly proposition and one many brands will struggle to justify. John Berard, CEO of Vox Populi Registry, has unapologetically told WTR that the pricing is “responsive to the opportunity”.