Just think of the possibilities—and perils, at least for companies that find themselves on the receiving end of a customer with a complaint or two. The problem? It’s the latest domain name to roll out as part of the grand expansion of the Internet: .sucks. It’s no joke, and for many companies, the domain truly sucks.

Brand owners and their lawyers have long complained that the expansion of generic top-level domain names (gTLDs), managed by the Internet Corporation for Assigned Names and Numbers (ICANN), has produced huge headaches, created more work and added to their budget woes. But this new domain takes the frustration to a whole other level.

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