Sometime next year we'll be adding the new .eco suffix to the long list of top-level internet domains we all need to be aware of, but ownership of the admin rights looks like turning into a green battle royal.
Applications to ICANN for control of the .eco TLD are expected in early 2010 from two separate bodies - one Canadian, the other from the US.
Proof of intent
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The US group, which includes Al Gore among its supporters, wants to give the proceeds of domain name sales to good causes.
Co-founder Minor Childers told the BBC: "We could be one of the biggest contributors to environmental causes anywhere in the world."
Whichever group wins out, it seems clear the .eco domain will become a sought-after badge of honour before too long.