[ this came from http://www.new.net/about_us_press.tp and appears not to be a joke. its operational impact will not be felt today, but if it's even moderately popular before it dies, operational impact WILL be felt. i'm quite surprised by some of the folks they list as their partners. --vix ]
Contact: Claudia de Llano or Lisa Doiron Connors Communications (310) 452-7540 claudia@connors.com or lisa@connors.com
Brad Copeland New.net, Inc. 626-229-7800 pr@new.net
New.net Expands Internet Naming With Launch of 20 New Top-Level Domain Names
New Domain Name Registry's Technology Uses Existing Internet Naming System to Make Available Sensible, Meaningful Web Addresses
I wish more people would understand that just because no one has implemented their idea before doesn't mean that it wasn't thought of, then discarded as a bad idea. Then again, that sort of humility is probably not prevalent at a company named "IdeaLab!"