but it isn't cheap.
According to today's Los Angeles Daily Journal [Bwehind a paywall] dailyjournal.com, ICANN (The non-profit that does such things) has auctioned off the .sucks top level domain name. So now you can officially register Walmart.sucks as a web site, but only if you pay a guy what will probably be a lot of money.
John Berard, the CEO of Ottowa based Vox Populi Registry, which won the auction, previously indicated he'd sell off the names for $25K each, but now says market will drive the price. Which would be, for normal .com names, about $25 - a thousand times less.
Berard also owns an Oregon based PR group and declines to be more specific about his intents about pricing the .sucks domain names. I have little doubt that the price will be commensurate with the notoriety of the company. I do wonder, however, if he will be up front about his sales, or offer the names to the .com holders first, which strikes me as ethically uncertain.
Trademark Lawyers are concerned that it will force 'retail giants' to buy their name under that TLD, in concern that real people might register them and make the companies feel bad. ICANN opened a window to apply to own TLD's after paying $190K in up-front fees. Vox Populi must still finalize its contract with ICANN.
Questions about cybersquatting abound.
My comment is that companies that do not want [FILL IN THE BLANK] to become popular should just not suck. I know that's asking a lot, but it seems the simplest way to avoid the problem.