What the heck is a DOT? Pretty easy and pretty common. We already know these:
[dot]com
[dot]org
[dot]net
[dot]gov
[dot]edu
[dot]etc, [dot]etc, [dot]etc


Nowadays there are over 20 generic top-level domains but all this could change soon. By the end of 2009 it could be an expansion to hundreds. Some of them as interesting as:
[dot]soda
[dot]softdrinks
[dot]burger
[dot]fries
[dot]laundry
[dot]soap

Imagine companies like Coca-Cola, Pepsi, McDonald's, Burger King, P&G, and many others fighting [$$$$] for them! That's what can happen if they have to pay for each domain related to their industry.

According to the Internet Corporation for Assigned Names and Numbers [ICANN], the nonprofit agency that oversees the distribution and policy of domain names, that could have an initial cost of $200,00 to each company.

If you are a marketer you'd better take a look to some advice from AdAge:

1. Find out which domains may affect your business


2. Let you know your opinion to the ICANN


3. Some companies could win (new ones) and some others lose (those with large portfolios of brands)

You can sit there and wait for answers of move and give some pros and cons.
Could we have [dot]fam for family?!