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This month, I had the opportunity to interview Jon Nevett and Mason Cole of Donuts, the largest filer of generic top-level domains (gTLD) applications . . a company that filed for 307 gTLDs, including most notably .COMPUTER, .CONDOS, .EMAIL, .ENTERPRISES, .FASHION, .MEDIA, and .NETWORK . .
. . Its first batch of domains including .LIGHTING, .GURU, .VENTURES, .CAMERA, .CLOTHING, .HOLDINGS, .SINGLES and .VOYAGE have entered or will soon enter the sunrise period -- a time for exclusive access to registrations for trademark holders . .
"At a high level," said Nevett, "the existing name space is overused and worn out. As new businesses start up, they can't find what they want in the existing name space so they end up with a crazy mix of consonants and vowels because that's all that's available in dot com. . . Small businesses like plumbers or contractors don't need to be in a domain with the millions of pizza shops, they need to be in the .PLUMBING or .CONTRACTING domain that makes sense for their businesses."