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.mrmuscle Domain Information

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Household cleaning products framed the .mrmuscle application in ICANN's 2012 New gTLD Program. It follows the product-brand pattern used across a consumer goods group's multi-string portfolio, which also included .glade, .duck, .raid, and .off — filed on the reasoning that shoppers recognize the product on the shelf rather than the manufacturer behind it.

Product-level portfolios proved the costliest structure in the round, since each string carries independent registry obligations while consumer traffic concentrates in a handful. The string also compresses a two-word brand into a single form, the standard accommodation at the top level. The extension is not currently active in the DNS root zone and is not available for registration by any party.

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