.Baby and .MLS new TLDs awarded.
Two new top level domain names contention sets were resolved at auction today. The auction with six participants ended with a lower price than the one with just two.
Consumer products company Johnson & Johnson won .Baby with a $3,088,888 bid. It beat out Google, Minds + Machines, Donuts, Radix and Famous Four in the auction.
Johnson & Johnson also owns the domain name Baby.com.
Canadian Real Estate Association beat Afilias in the auction for .MLS, paying $3,359,000. CREA tried everything it could to avoid an auction, but it failed in both its Community Priority Evaluation and Legal Rights Objection against the Afilias’ bid.
So instead of just paying to win at the auction, it spent a lot on lawyers and an additional community application for the domain. Given the results in some other objections, it might have been worth rolling the dice.