the dominoes effect
and next week it'll be dominos.delivered, followed by dominoes.food followed by dominoes.yummy
I railed against this like most when first mooted some time back and we are being proved right. This is just a huge scam, driven in most part by brands trying to protect themselves, as this case shows. They couldn't care less about the kerching dot kerching domains, but they have to buy them just in case.
What do we care?
Well, as a consumer, I care because all these petty(*) domain costs are being loaded onto my shopping bill and of course the likelihood that I will eventually get suckered by a genuine non-genuine domain that has miraculously found its way to the top of a Google search.
Yes, now you give a damn!
* 70 quid multiplied by the number of food related words in every language in the world isn't a trifling figure.