Could .XYZ End .COM’s Dominance? Wired Seems To Think It Could


Things are heating up in the new gTLD space, so much so that I think it’s pretty safe to say this is what Malcolm Gladwell would call the tipping point. It happened fast and it’s finally opening consumers eyes to the fact that they can venture beyond .COM.

Over the past two years, the Internet Corporation for Assigned Names and Numbers has slowly released new gTLDs. Though the Internet can seem infinite, Internet real estate is not and most of the “good dot coms” are taken, leaving people struggling to create sites with simple, easy-to-find addresses. (Source – Wired)

One of the most amazing things about this sudden turn of events is that it happened the same month that Paul Graham wrote a blog post about the importance of building your brand on a .COM.

If you have a US startup called X and you don’t have, you should probably change your name. (Source –

As a startup founder and Domain Name investor I’m stuck in the middle. I’ve already stated my official stance on new gTLDs and I’m sticking to it. What I do think has happened this week is something that you cannot ignore whether you’re a startup founder or a domain name investor.

This is the week that the world woke-up to the fact that all these other domain name extensions are there and that maybe, just maybe, you can build your brand without owning the .COM. It’s still early, but if this week is a sign of what’s to come, the domain world isn’t changing, it has already changed.

What do you think? Is this just a blip in the radar or could this really be a tipping point for new gTLDs? Comment and let your voice be heard!

{ 29 comments… add one }

  • Growlific August 13, 2015, 7:34 pm

    Let’s not get too carried away. Sure.XYZ might have some short term relevance and maybe even some longevity but in no way are they going to overtake .com

  • Joe August 13, 2015, 8:01 pm

    I would like to join a coffee club not a coffee com, so I will be a member of Coffee.Club
    Applicable to. Fitness.Club Fun.Club and many more

    I need a rental company not a rental whatever, so I will go for Rental.Company
    Also applicable to
    These and many many more makes these MEANINGFUL domain extension worth it all. .com is just .commercial; yes it had its moment, but this could be the UPGRADE we all need

  • Brad Mugford August 13, 2015, 8:59 pm

    Could .XYZ End .COM’s Dominance? No.


  • Jon August 13, 2015, 9:02 pm


  • Tom T August 13, 2015, 9:04 pm

    How do you beat someone with a 30 year head start? The answer is you don’t.

    Any company that brands on anything but .com in the present or future is handing over a boat load of traffic to the owner of the .com (case in point … end of story.

  • Gus August 13, 2015, 9:11 pm


  • Jonathan August 13, 2015, 9:19 pm

    Maybe more realistic questions would be:

    Can .xyz ever get 2% of .com registrations?

    Can .xyz get 10% of their registrations from the U.S.?

    Can .xyz withstand .web when it comes out?

  • DomainInvestor August 13, 2015, 9:24 pm

    xyz cannot, but 500+ extensions introduced at the same time can.

  • brand August 13, 2015, 9:41 pm

    Morgan, will we see soon?

  • fizz August 13, 2015, 10:06 pm

    The Paul Graham sentence quoted above has greater relevance to Google’s domain purchase when his proviso is included:

    “…The problem with not having the .com of your name is that it signals weakness. Unless you’re so big that your reputation precedes you, a marginal domain suggests you’re a marginal company…”

  • Shane redmond August 13, 2015, 10:37 pm

    Crazy comment dot com end tell a normal person in the street to search anything.xzy they do not know what you are talking about 90 percent of general people I know and chat too only know or search dot com all these new extentions the general person has no ideas on

  • Joe August 13, 2015, 10:59 pm

    Well when something goes ahead you lose yours rarely the horizon.

    I’m a little the field that knows to look better than before keywords to turn them into domains. Com

    In a brief moment after reading your post grades find domain names. Com all Xyz start and surely with these months have more traffic than I can buy with the extension .xyz

    Forgive Morgan, as well as to think that xyz not what you can not come in time compared to be better than .Com you since I met you defend .Com since Daniel appear .Xzy have given a lot for you and lit up like a fountain with fires artifice.

    What of Google has been much talk but the reality is that having created six or eight new startups to separate their skills each have a function.

    Daniel buy new extensions is I exist for if they will but never please tell me you xzy advanced to .Com, I prefer a thousand times club, or one before xzy now when you look you see more premium with club and one that none xzy always remind the market to decide which is the yes and no.

  • Dan G August 14, 2015, 1:32 am

    Certainly the “radio” test is of more importance than ever before. I’m also dropping defensive registrations and misspellings, as type-in is increasingly irrelevant. Whilst I don’t think .xyz will ever come close to .com, purely because outside of the tech/domain-sphere .com is so deeply engrained in the general public, having ashort, memorable and legible name has never been more important, and that is where the gtld’s and catchy cctld’s can succeed. Twice this week I’ve seen friends miss spell on Facebook posts, singing it’s praises – usually as “Pin”.,, may just have been “better.”

  • Marian August 14, 2015, 3:09 am

    Could .XYZ end .COM’s Dominance ? NO !

    Could new gTLDs End .COM’s Dominance ? In few years it´s possible !!!

  • Jon August 14, 2015, 3:57 am

    It’s obvious that Google are pro new gtlds, what if they decide to favour gtlds to .coms listing domain names in there search engines.

  • Gian August 14, 2015, 4:26 am

    Since Google uses .XYZ extension to its parent company’s website (Alphabet with, I’m sure the domain name with the .XYZ extension will grow popular among the people.
    But I doubt that this extension will defeat the popularity of .COM.
    Let’s wait and see.

  • Mike August 14, 2015, 8:08 am

    Google has purchase around 100 other new gTLDs within last 2 days, not just .xyz
    None of them will be renewed.

  • Morgan August 14, 2015, 9:29 am

    @Brand – nope, you won’t see, I’m very happy with the .COM, as I’ve said many times I still think .COM is king and I personally would only want to build a brand on .COM right now.

    However what happened with .XYZ this week has definitely opened consumers eyes to new gTLDs but these are still the early days so as I’ve said many times before I would proceed with caution, but don’t miss-out completely.

  • Robbie August 14, 2015, 9:45 am

    GTLD = Good To Lose Dinero!

    Face it, they suck for tons of reasons.

  • Aaron Strong August 14, 2015, 10:21 am would not be an upgrade as there is no relevance or association, however Fashion.Metric would be BOOM!!!…………

  • Growlific August 14, 2015, 10:26 am

    .com is the corner lot on Main Street. Just because the “city” has built some new side streets, doesn’t mean the corner lot is still not the coveted piece of real estate.

  • Joe August 14, 2015, 11:20 am

    Friends comment and replied, I think we all have our reasons united in thinking that is good for everyone, if someday .Com sinks like the stock market of October 24th, 1929 off the light and let’s find Xyz .

    Daniel the survivor will be waiting with open arms for joy though Daniel and do their thing well in recent years.

    Everything is business as we are writing about everything but is better and very important to finish bringing together a glass of wine if better tempranillo grape, do my own advertising and advantage to be a very good figure for sale $ 10,000 two .. my name Jose or Joe –

    Thank you
    Good weekend.

  • Joe August 14, 2015, 2:20 pm

    Only comment that the power of domaining is currently .com, although undoubtedly we ignore others who have their caste as .co, io which Morgan in their post talk a lot of them

    But the focus of this post is Xyz. I just have to finish domain names is well priced out think it is now the cheapest extensions but is not considered premium for many registrars do not have considered premium ..

    It sells much to be cheap and all domainers buy with this extension because the keyword is what counts in the figure for sale.

  • Raymond August 14, 2015, 4:38 pm

    .xyz is a wishy washy extension….very weak! Not a good look!

    As was taken, I use Billionaire.Property

    Billionaire.Property got the strongest branding with universal status, as compared to other country specific of .com .eu .de .london .nyc .club etc

    I won’t use

  • Howie August 14, 2015, 4:39 pm

    I’ve always been intrigued in the current demographic of the xyz fan or otherwise? Due to the amount of chatter on blogs/forums etc.

    Could it be; The xyz investor/client would be open minded to the future of the Internet. Majority from outside the US, along with the US vault being aware of International business, yet has interests in specific market niches.

  • Howie August 14, 2015, 4:45 pm

    With that, xyz has to be a premium generic one word or very short two imo.

  • Tobias August 17, 2015, 3:55 am

    Here is the thing that most seem to be missing. Google is FOR new gTLDs because it’s AGAINST direct navigation. In their world, everyone comes to a website through a Google search. In their world, NO extensions matter. They just want everyone online and not to have a premium for any name.

    • Morgan August 17, 2015, 8:22 am

      @Tobias – you can rank just as well with .CLUB, .XYZ, .GURU and any other extension out there. Direct Navigation is dying and it has been dying for years and it has a lot more to do with changes in consumer habits and the massive growth of mobile than anything else.

  • Tobias August 17, 2015, 8:35 am

    Oh yeah, I totally agree. To rank in Google the TLD doesn’t matter, and that’s how Google likes it.

    Google doesn’t want you to remember the TLD – any TLD. They want you to enter the search term in the search bar. To construct their as pro .xyz is therefore missing the point, IMHO.


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