This is an expanded list of industry-defining domains and the companies that have learned how to harness their potential.

• Rum.com - Diageo uses the Rum.com domain name to promote one of its flagship brands: Captain Morgan. Diageo is a leading premium drinks company with a well known brand portfolio which includes: Smirnoff, Guinness, Baileys, J&B, Cuervo, Tanqueray, Johnnie Walker and more. Diageo is a 40 Billion dollar company that understands the importance of owning a category-killer domain. Diageo also owns the domains: Sparkling.com, Brandy.com and more.

• Wine.com - The domain Wine.com was purchased in 1999 for over $3 million, then resold again to eVineyard in 2001. eVineyard then changed its name to Wine.com. In September 2004, Wine.com raised another $20 million in its sixth round of funding for a total of $50 million to date. In 2004, over 2 million people visited Wine.com and bought 14,000 different wines. Wine.com shipped wine to over 100,000 customers generating more than $30 million in sales in 2004. Wine.com has become the most trafficked wine site in the world. In May 2005, Wine.com announced a sales partnership with Amazon.com

• Water.com - DS Waters of America (Groupe Danone & Suntory International) is a leading bottled water producer, distributor and delivery company. With 25 manufacturing facilities, 2,000 delivery trucks, 5,000+ employees and revenue of $800 million (2003). DS Waters uses the site Water.com to generate leads for its home & office delivery service and allows customers to manage their accounts and pay their bills online.

• Honey.com - owned by the National Honey Board (NHB)*. NHB uses Honey.com as an information resource portal for consumers providing health, news, recipes and more info. According to their website: "The Board consists of 12 members, including producers, packers and importer/exporters, nominated by the industry and appointed by the Secretary of Agriculture. Board members and alternates represent the honey industry of the United States and Puerto Rico and serve without compensation for their time. The Honey Board began over fifteen years ago when a group of honey producers and other industry representatives got together to discuss a powerful new idea: What would happen if they pooled their resources to work to spread the word about honey? By working together, they theorized, the industry could advertise, conduct research and promote honey in ways that were simply too costly and time-consuming without a cooperative effort."

• Gambling.com - In May 2005, Gaming Corporation plc purchased the domain/site for $20 million ($15.3M cash / $4.7M stock). Gambling.com was a pay per click directory & search engine that allowed sponsors to bid for higher placement in the search results, similar to the business model used by Google and Overture. The success of Gambling.com is obviously attributable to owning one of the premiere domain names for the industry.

• Art.com - Two childhood pals started their online poster business in 1997. In 2001, realizing the importance of owning their marketspace by owning the #1 domain name for their industry, they purchased the domain from Getty Images and then renamed their company to Art.com. Since then, they have expanded their product line and become the "dominant online player" in their industry. The online retailer gets millions of shoppers every month to its website. In February 2005, Art.com raised $30M in its first round of funding and perhaps an IPO on the horizon.

• Eat.com - Unilever promotes the memorable & brandable Eat.com domain name throughout it's advertising campaigns (Print & TV) to redirect people to it's RAGU website. The Eat.com site is an information resource portal for Ragu to promote its new products, recipes, promotions, sweepstakes, news and more in a consumer-friendly interactive environment.

• Hotels.com - owned by Barry Diller's IAC/InterActiveCorp*. IAC owns some of the leading brands: AskJeeves, Expedia, CitySearch, HSN (Home Shopping Network), Match.com, TicketMaster and more. IAC understands the importance of domain names. IAC also owns the domains: Gifts.com, RealEstate.com, Entertainment.com and more.

• Phone.com & Software.com - owned by Openwave^. Openwave redirects both domains to its site.

• Movie.com & Movies.com - owned by Disney Internet Group^. Disney also owns the domains Family.com & Video.com.

• CreditCard.com & CreditCards.com - owned by ClickSuccess^, an online marketer of financial products. The domains were purchased in July 2004 for $2.75 million.

• Car.com - owned by StoneAge^ (AutoByTel).

• Jokes.com - owned by Comedy Central^.

• Love.com - owned by AOL^. AOL's dating portal.

• Flowers.com - owned by 1-800-Flowers^

• Auto.com - owned by Knight Ridder^.

• Autos.com - owned by CarsDirect^. Domain Acquired for $2,200,000.

• Mortgage.com - owned by ABN AMRO MORTGAGE GROUP^. Domain Acquired for $1,800,000.

• Loans.com - owned by Bank Of America^. Domain Acquired for $3,000,000.

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