Following a couple of months of pre-sales, adult-industry-centric .xxx domains will go on general sale at 11:00AM ET / 9:00AM PT / 4:00PM GMT today. ICM reports that over 50,000 .xxx domains have been pre-registered, with around 100,000 more names up for grabs from the general sale. The launch of the new suffix has been controversial, with big names within the porn industry suing over what it saw as collusion between the two registries (ICANN and ICM) that gave ICM total control over the domains. Additionally, colleges have registered their names to safeguard against abuse.

Despite the resistance from some members of the industry, citing unwillingness to be segregated from the mainstream internet and worries over censorship, ICM is remaining positive over the new domains. The registry's CEO Stuart Lawley says that, "consumers and the adult entertainment providers are excited about the benefits and infinite possibilities of .XXX," though without widespread adoption, it seems unlikely that those "infinite possibilities" will be fulfilled.