New gTLDs: four things we've learned

Heading into the launch of new generic top-level domains (gTLDs), we knew what to expect. We knew, for instance, that years of artificial scarcity had created pent-up demand for new, relevant internet addresses, and that the initial response would be strong. But despite our combined decades of experience in internet addressing, a few things surprised us, and helped paint a picture of how the next generation of internet addressing is shaping up.