A domain name is far more than the address of a website. At its highest level, it can become part of the identity of a company itself: the word customers remember, employees rally around, investors recognize, and the market associates with the business. In the early days of the Internet, domain names were largely viewed as a technical necessity. That has changed dramatically, and we believe artificial intelligence is about to accelerate that change again.
Today, the very best domain names, particularly short, memorable, single-word .com names, are increasingly viewed by sophisticated companies as strategic digital assets. They are extraordinarily scarce: there is only one exact-match .com or category-defining domain asset for any word, and once a great name is acquired by an end user, it may never become available again.
