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
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.