As someone whose name also is his brand (welcome to 21st-century journalism), I watch with interest the new .sucks top-level domain, which is available for select preregistration through May 29—the only time to surely secure your .sucks. Yesterday, i looked to a reputable registrar to see what joewilcox.sucks would cost me. Cough, cough: $3,797.99 now, during the so-called Priority Access (e.g., Sunrise) period, or $407.98 when general pre-reg starts in June.

The new TLD is just one among hundreds of available or forthcoming domain extensions sanctioned by governing body ICANN. “I think the motivation behind the release of all these new domains is money”, says Roger Kay, who describes the sellers as shady land speculators. “The .sucks domain is particularly nasty”, the president of consultancy Endpoint Technologies Associates emphasizes. “It’s pretty close to blackmail”. But is it really? This analysis means to help you decide.