The Domain Name Sells for $9.5M

It's said that everything has a price -- and the price paid recently for the Web domain is US$9.5 million, cash.

In an announcement Tuesday, Pompano Beach, Fla.-based domain name registrar and reseller said was bought by Detroit-based MXN Ltd., an Internet media and investment business. MXN is affiliated with, an adult movie download site and, an adult Web site promotion company.

Monte Cahn, co-founder and CEO of, said in a statement that the $9.5 million price tag for is the second largest ever paid for a domain name, coming in second to the $12 million paid for in 2005 in a private sale. Cahn said the price for is the largest ever for an all-cash transaction.

"The sale of further reinforces the growing trend of businesses that place a high strategic value on generic domains related to their industry," Cahn said. " will prove to be a valuable asset for MXN Ltd. because of its significant number of daily visitors, established type-in traffic [and the fact it's] the top domain in the adult industry."

The owners of MXN Ltd. could not be reached for comment today. But in a statement on its Web site, the company said it's not yet revealing its plans for "The possibilities with are limitless," MXN said. "To rush its development just to get something brand new 'live' would be foolish. We will carefully evaluate our options before we decide the direction we wish to take it." was offered for sale at a live domain name auction in Las Vegas in March, but it never reached the reserve price after garnering bids in the $7 million range, according to The sale was finally arranged this week after private discussions after that event.

Last October, the domain name failed to sell in an online auction.

Another large domain name auction will be held June 19-22 at the World Association of Domain Name Developers conference in New York. Among the domain names to be offered for sale by are,,,,,,, and

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