.finish Domain

Dishwasher detergents and machine care products framed the .finish application in ICANN's 2012 New gTLD Program. It is a product-brand application rather than a corporate one — a household goods group filing for an individual product name on the reasoning that shoppers recognize the product on the supermarket shelf far better than they recognize the manufacturer behind it.

The string is also a common English verb and noun, which gave the application obvious defensive value and placed it among the round's contested dictionary-word cases. Product-name strings proved the more fragile choice over time, since a rebranded or discontinued line leaves its extension with nothing to carry. The extension is not currently active in the DNS root zone and cannot be registered.