Bizarre Domain Extensions: Stories Behind Them

This article explains why strange domain extensions like .ninja, .pizza, and .wtf exist, who created them, and the stories behind their launch. You will learn how the domain naming system opened up beyond .com, what drives people to register these unusual endings, and what to consider before using one for your own site.

Formula

The calculator works out your average pace and speed from a finish time and distance. The formulas are:

Pace (min/km) = Finish time (minutes) ÷ Distance (km)

Speed (km/h) = Distance (km) ÷ (Finish time (minutes) ÷ 60)

Variables: t = finish time in minutes, d = distance in kilometers. Pace is the number of minutes it takes to cover one kilometer; speed is how many kilometers you cover in one hour.

Worked Example

Using the default values: finish time = 50 minutes, distance = 10 km.

• Pace = 50 ÷ 10 = 5.00 min/km
• Speed = 10 ÷ (50 ÷ 60) = 10 ÷ 0.8333 = 12.00 km/h

So a 50-minute 10K means an average pace of 5:00 per kilometer and an average speed of 12 km/h.

Why Bizarre Domain Extensions Exist

Domain extensions—the part after the dot—are managed by the Internet Assigned Numbers Authority (IANA), which delegates them to registries. Originally there were only a few generic top-level domains (gTLDs) like .com, .org, and .net, plus country codes like .uk and .de. That changed in 2012 when ICANN (the Internet Corporation for Assigned Names and Numbers) opened a new application round, allowing companies and entrepreneurs to propose almost any string as a domain extension. The result was a wave of hundreds of new gTLDs, including .pizza, .ninja, .wtf, .guru, .club, and .xyz. The idea was to give people more choices and to create new markets for registries, but it also produced a lot of odd, memorable, and sometimes puzzling endings.

How the Application Process Worked

Applying for a new gTLD was a long, expensive process. Each applicant had to pay a $185,000 evaluation fee to ICANN, plus ongoing registry fees. They had to show they could run a stable, secure domain system and prove they had a legitimate purpose for the string. Some applications were contested—for example, .app was fought over by several companies, and .blog drew multiple bidders. The process took years, and some extensions were approved while others were rejected or withdrawn. Once approved, the registry could sell domain names under that extension to the public, usually through accredited registrars like GoDaddy or Namecheap.

Stories Behind Specific Extensions

Each bizarre extension has its own origin story. Here are a few notable ones:

• .ninja – Launched in 2013 by the registry Donuts, .ninja was aimed at martial arts schools and fans of “ninjaâ€� culture. It became one of the more successful new gTLDs, with hundreds of thousands of registrations.
• .pizza – Also from Donuts, .pizza was meant for pizzerias and food delivery services. It’s a classic example of a “hyperlocalâ€� extension that lets a business have a memorable URL like yourcity.pizza.
• .wtf – This one was proposed by the registry Rightside (now part of Donuts). It stands for “what the fuckâ€� and was intended for humor, shock sites, or personal blogs. It launched in 2014 and quickly became popular for its edgy appeal.
• .guru – Launched in 2014, .guru was pitched as a way for experts, consultants, and coaches to establish authority. It was one of the first new gTLDs and remains popular.
• .xyz – This extension was created by a startup called XYZ.com and launched in 2014. It was promoted as a generic, short alternative to .com, and it gained attention when Google’s parent company Alphabet used abc.xyz as its corporate site.
• .sucks – Launched in 2015, .sucks was controversial because it was expensive and allowed anyone to register a critical domain like yourbrand.sucks. It sparked debates about trademark protection and free speech online.

Common Problems and Misconceptions

One common misconception is that all new gTLDs are scams or low-quality. In reality, they are legitimate parts of the domain system, but some have had issues. For example, .sucks was criticized for its pricing model, and some registries faced technical problems or low adoption. Another issue is that many people still type .com out of habit, so a .pizza or .ninja site may lose traffic from users who assume it’s .com. Also, some extensions are expensive to renew, especially premium ones like .sucks or .app. Finally, there have been concerns about domain abuse—spammers and phishers sometimes use new gTLDs because they are cheap and less monitored.

How to Choose a Domain Extension

If you’re thinking about using a bizarre extension, consider these factors:

• Purpose: Does the extension match your brand or content? A .pizza for a pizzeria makes sense; a .pizza for a tech blog might confuse.
• Memorability: Will people remember the extension? Short, intuitive ones like .xyz or .io are easier than long ones like .photography.
• Cost: Check both the initial price and the renewal price. Some extensions have low first-year fees but high renewals.
• SEO: Google treats all gTLDs equally, but users may trust .com more. There is no SEO penalty for using a new gTLD, but click-through rates could be lower.
• Availability: The main reason people choose new gTLDs is that their preferred .com is taken. A unique extension can give you a shorter, cleaner name.

Costs and Market Dynamics

Prices for bizarre extensions vary widely. Some, like .xyz, can be found for under $2 per year on sale, while others, like .sucks, may cost over $20 per year. Premium domains—short, common words—can be much more expensive, sometimes thousands of dollars. The registry sets wholesale prices, and registrars add their own markup. Over time, some extensions have become very successful (e.g., .xyz has millions of registrations), while others have faded into obscurity. The market is still evolving, and ICANN periodically reviews the program.

Safety and Trust Considerations

Security is a real concern with new gTLDs. Because they are cheap and easy to register, they are sometimes used for phishing, malware distribution, or spam. However, that doesn’t mean all new gTLDs are unsafe. Many registries implement strict verification processes and abuse policies. When visiting a site with a bizarre extension, check for HTTPS, look for contact information, and be cautious if the site asks for personal data. For your own site, using a new gTLD is generally safe as long as you choose a reputable registrar and keep your domain locked and updated.

Alternatives to Bizarre Extensions

If a bizarre extension feels too risky or unprofessional, there are alternatives. You can use a country-code extension like .io (often used by tech startups) or .co (treated as a .com alternative). You can also try a different spelling of your desired name, add a prefix or suffix, or use a subdirectory like yourname.com/shop. Another option is to buy the .com and use a new gTLD as a redirect, though that costs extra. Ultimately, the best choice depends on your audience and goals.

Frequently Asked Questions

Are bizarre domain extensions safe to use?

Yes, they are safe as long as you register through a reputable registrar and follow basic security practices. Some extensions have a higher proportion of spam, but that doesn’t make the extension itself dangerous.

Will a weird extension hurt my SEO?

No, search engines treat all gTLDs equally. However, users may be less likely to click on a .ninja or .wtf link, which could lower your click-through rate and indirectly affect rankings.

Can I get a refund if I don’t like my domain?

Most registrars offer a refund within a few days of purchase, but policies vary. Always read the terms before buying.

How much does a bizarre extension cost?

It varies. Some extensions like .xyz can be under $2 per year, while others like .sucks can be $20 or more. Premium names cost much more.

Why do some extensions cost more than others?

The registry sets wholesale prices based on demand, operational costs, and marketing. Extensions with high demand or limited availability often cost more.

Can I register a domain with any word as the extension?

No, only the extensions approved by ICANN are available. The application process is closed now, but new ones may be added in the future.

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in t | Finish time | min | 50 | 0
in d | Distance | km | 10 | 0
out pace | Average pace | min/km | t / d | 2
out speed | Average speed | km/h | d / (t / 60) | 2