Or, the advertising agency or sales manager, etc.

They should have asked an expert about its value. (maybe, they did??)

Now, they have a snowball chance in hell of ever buying it.

Monday quarterbacking, they should have had a broker act as the the buyer, they might have had a chance of buying and for less.

[...] Arena.com Owner Wins Domain Name Arbitration Sometimes I see a domain name dispute and wonder what the heck the complainant was thinking. When I saw that the one word generic domain name Arena.com was in dispute, I scratched my head. First of all, I’d never heard of the complainant. Second, you better have some damning evidence against the respondent to go after a generic word such as Arena. When I see the domain name Arena.com, I think of sports arenas. As it turns out, the complainant didn’t have good evidence of bad faith registration by the respondent. It was just another case of a company not wanting to pay fair market value for a domain name. The complainant, Descente, Ltd. and Arena Distribution, S.A., offers a swimwear line called Arena. The respondent, Portsnportals Enterprises Limited, is a member company of the Hutchison Whampoa group of companies, which operates in a wide variety of commercial areas. The respondent used the Arena.com domain for a document management system earlier this decade but no longer uses the domain name. More… [...]