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.SUCKS is a top-level domain launched in 2015 by the Canadian company Vox Populi Registry (Momentous Group). Its founders positioned it as a space for criticism, commentary, and consumer advocacy. In practice, .SUCKS has been created solely for the purpose of extorting companies. The domain extension quickly attracted attention due to its provocative nature and high pricing strategy,
The registry doubled down on creativity and dishonesty by creating thousands of fake registrants selling .SUCKS domains on Sedo. They then created automatic sites on .SUCKS domain names of major brands, still with fake registrants, hoping that these brands would discover and repurchase the domains. As a reminder, registering a .SUCKS domain name costs several hundred dollars per year, and "sunrise" registrations were offered at several thousand dollars