Showing once again that tech companies have mountains of cash to burn, Google spent more than $9.25 millon to apply to own a few domains like ".google", ".doc", ".youtube", and ".lol".
Those four, the last one naturally having us ROFL, are at least the ones disclosed by Google in a blog post this afternoon announcing an anticipated pitch by the company to purchase the rights to a bunch of top level domains. (You're probably familiar with ones like ".com" and ".org".) To apply, Google paid the Internet Corporation for Assigned Names and Numbers $185,000 per application, according to AdAge, and Google applied for more than 50 domains.
This is part of a recent effort of ICANN, the group responsible for coordinating domain names, to allow exotic top-level domains into the Web. (If you wanted to take part, sorry—the application deadline was yesterday.) Frankly we welcome the ease of reading URLs with ".google", whose use is obvious, so perhaps Google's money is well spent. (1,300 other companies applied after all, all of whose names will be revealed on June 13.) And it also injects some fresh air and potential for cleverness in URLs, although having a corporation like it own some of the more wonderful ones might stifle creativity. As PaidConent hints, Google's probably won't be allowing names like "antitrust.lol". Really, it might just mean the death of the meme "lol" itself once it's been corporately co-opted.