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"Kind of a square peg in a round whole and this lawsuit just kind of changed everything for me."He eventually left the respected Philadelphia law firm where he worked in 1997 and joined a small startup in Manhattan called mail.com, which was buying up domain names.Goldberger began collaborating with Fischer in 2001, building their portfolio of domain names.

They are bidding furiously at this auction of Internet domain names, with hopes of snagging One name -- -- went for $3 million but paled in comparison to the sale of sex.com, which sold for $12 million last year, according to Cahn, who knew the site's buyer and seller.

When people type the generic names into their Web browser's address field, sites that generate pay-per-click advertising revenue appear. "This industry is like the wild, wild West right now and people have no idea how fast it's growing," said Jerry Nolte, managing partner of Domainer's Magazine, a new trade publication devoted to this little-known world. It's a piece of real estate on the Web that can't be replaced.

As to generics, they're just hoping to capture traffic.

You're just counting on people typing in generic names instead of using a search engine like Google."Malutta said domainers like Goldberger and Fischer are not "gaming the system" which in his opinion would mean registering domain names and then cybersquatting -- driving revenue off somebody else's trademarked name like Coca-Cola.

They also troll lists of names with domain registrations set to expire, enabling them to get a jump on buying it. Five years ago, the duo could get a good name for $10,000.

Last modified 26-Mar-2018 06:43