No joy in Amazon’s .JOY

Well … how disappointing Amazon – We love the fact that you had the foresight to apply for the .JOY extension and we were really excited to read the extract from your application (18(b). How proposed gTLD will benefit registrants, Internet users, and others).  We anticipated that you would be providing Internet users with an inspiring and uplifting domain space through which to enrich their live.


Hmmm … well the official application form is not so inspiring outlining,  and when asked in the application to outline how .JOY,  “will add to the current space in terms of competition, differentiation or innovation?”, the first answer given by Amazon was … “Provide Amazon with additional controls over its technical architecture, offering a stable and secure foundation for online communication and interaction.”  How dull !

Take a read through the publicly available application information released from the .Joy submission yourself and see if you can find anything inspiring in this application at all? – You can read it HERE

How would you put the .JOY back into Amazon’s .JOY?

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