In March 2019, the domain name DoubleDutch.com expired after being used since the 1990s by a Minnesota-based multicultural leadership development company. The owner likely received some offers in that time, but for whatever reason, the domain expired earlier this year. The name was caught by NameJet, and the subsequent auction attracted a lot of attention with numerous bidders battling it out until the $20,000 mark when the auction finished. According to DomainIQ’s WHOIS history, the name was won by Jeff Coyle, co-founder of the popular AI platform MarketMuse. Why would MarketMuse’s co-founder want to pay $20,000 for DoubleDutch.com? That may be easier to answer with the information that a successful company called DoubleDutch’s CEO is currently a board member for MarketMuse. Lawrence Coburn, founder, and CEO of event management software company DoubleDutch has led the organization through nine funding rounds, totaling $78.7 million. However, since DoubleDutch’s creation in 2010, the company has been operating on the domain DoubleDutch.me, which has proven difficult for some of its clients. A tweet to DoubleDutch’s corporate account a couple of years ago signifies the frustrations that clients had: “Have you tried to buy the DoubleDutch.com domain? I go there every single time!” It seems that the company now has control of DoubleDutch.com, as the domain started to forward to DoubleDutch.me this week. There are also active mailservers for the domain name, which may signify that DoubleDutch is preparing to move from the .ME to the .COM. So, did DoubleDutch pay just $20,000 for DoubleDutch.com with the help of Mr Coyle? That is unknown. If they did, then it’s a very small price to pay for securing the exact match .COM of a brand that has raised such a mammoth amount of funding. This year alone, we have seen the following exact-match domain acquisitions: MediData Solutions paid $600,000 for MediData.com Cumberland Group paid $250,000 for Cumberland.com GME Supply Co paid $115,000 for GME.com Prometheum paid $71,842 to Prometheum.com Compared to these, a $20,000 purchase could be considered a bargain price.