Dick's Sporting Goods is also a prime candidate for being first in line for a XXX domain. The name of the company is a double entendre in and of itself, and as the owner of 'dicks.com' the sporting goods chain should make an effort to ensure there is no sister site at 'dicks.xxx' that might be associated with the retailer in some way.

The flip side of that, though, is that nobody who is legitimately trying to find fishingluresandbaits.com or dickssportinggoods.com is going to accidentally type fishingluresandbaits.xxx or dicks.xxx. In other words, browsers default to COM domains if you just hit enter, and visiting a XXX domain--regardless of the domain name associated with it--requires intent.

? That is a bit extreme. It is unfortunate that some businesses may suffer some sort of reputation damage by association if an adult site with the same name sets up an XXX domain. But, the that it costs to purchase the domain name and redirect it to your primary site is a small price to pay to protect your brand.