I am sure I am not the only domainer who has been frustrated by lowball offers from end users or disinterest in domains which are much better than what the company is currently using. The general perception seems to be that a domain is a low $XX expenditure that is incurred to launch a website and once you have a website, there is no need for another domain. Yes there are exceptions on the weekly DNJ report. But most end users do have that mentality - expecting $XXXX for a domain name to them is like paying $XXXX to see a movie. Most members of this forum do view domains as branding tools which capture the mindshare of potential customers, can be used to promote a company's products and services, are easy for customers to remember when they come across the name in some form of print or TV advertisement and set a company apart as a leader in its field. My reluctance to participate in new TLDs is largely driven by the fact that I see too many end users settling on hyphenated or otherwise newbie-type domains . While they will spend thousand of dollars on other types of business expenditures - marketing, professional services, IT costs, travel, etc. the end user mindset toward domains needs to change radically before domains are viewed as company assets rather than trivial items. What will it take to move the needle?