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Net-based shopping is becoming commonplace, and the value of Internet real estate has become obvious both to established companies and to new Net-based companies. Name recognition is synonymous with an easy-to-remember domain name (2). Because there is only one dot-com top-level domain name, names in the dot-com domain have become a scarce resource (3). The irony is the current set (4) of domain names is an artificial construct, created before the rush to cash in on the Internet and e-commerce. In theory, the number of domain names that can be created is unbounded, but the practical realities might force us to continue living under the current regimen, even though it is obviously flawed (5). The question is: Will the Net survive efforts to apply trademark law to domain names, and, if so, how will it look in the future?