Casting.xxx First .xxx domainAttention porn fans and adult industry members, a new dawn has risen over our wide web world. The first .xxx domain has officially been registered, designed, and pushed live.

Given multiple .xxx domains under ICM Registry’s “founder” program, Casting.xxx is registered under a company named Really Useful. Although ICM had published about.xxx as a corporate url, Casting.xxx is the first porn site to utilize a highly debated .xxx domain name. It is very interesting how little can be found on the Really Useful parent company, based in the Turks and Caicos Islands. One would expect an internet company, granted “founder” status on one of the most controversial domain extensions in history, to have much more online representation. Yet, not even a Wikipedia page stands to identify them.

Two year old MetaCert.com has been named as the standard .xxx site classification service. This service will act as both a search engine link censor for users, and the proverbial .xxx ban hammer for domain owners.

“Rather than create yet another proprietary technology that ties customers into using our plug-ins, we decided to help instigate the formation of a new industry standard for classifying and labeling content on the Web. This new open standard is now called POWDER. Our platform and all of our products are based on this new open standard – enabling browsers and search engines to highlight certificates inside search results.” – MetaCert.com

The definition of proprietary software is a licensee being given the right to use software under certain conditions, but restricted from other uses, such as modification, further distribution, or reverse engineering. Since registering and maintaining an adult site on .xxx requires use of MetaCert.com‘s web classification services, there is little difference between proprietary software and their self-adopted description. This move also doubles as an intense link-building strategy, taking advantage of organic search result pages directly.

MetaCert.com‘s chairman, Salesforce.com chief scientist JP Rangaswami, intends to “make money in part by selling privacy policy certificates to site owners inside and outside the porn business for half the price of TRUSTe.” In other words, he intends to undercut the privacy certificate market by 50% to boost initial sales and remove another middleman.

Both the Free Speech Coalition (FSC) and Larry Flynt have made their opinions of .xxx well-known. The FSC has adopted “.XXX is Bullshit” as a campaign slogan, and Larry Flynt has reportedly written to ICM demanding protection of the Hustler trademark. Flynt’s battle could define how the near future of .xxx will play out. If granted automated protection by ICM, many trademarked adult industry companies may keep their hands clean of .xxx all together.