And expensive. Five years ago, the duo could get a good name for $10,000. Now the minimum is more like $100,000 -- as the auction proved. The cheapest name they bought at the auction was blogging.com for $135,000. Other names sold for considerably less like irishwhiskey.com ($8,000) and Jewishdeli.com ($9,000).
At the moment, Fischer, Goldberger and Eli are sitting on their names. They've recently turned down million-dollar offers for stocks.com and home.com.
But as white-hot as this business has been, it might not continue to mint millionaires.
"How long will this model last?" Malutta asked. "It's definitely a temporal piece of real estate. As technology evolves, maybe direct navigation will fall off the charts and there goes your property."
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