New URL’s would only leave me more lost in cyber space

Mo Farrah after missing out on a gold medal
				 Picture: Adam Davy

VERITY LUSH: Leave me to browse the make-up counter in peace

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If you have a few hundred thousand pounds to spare, now is the time to think about branding yourself on the internet.

I’m not going to pretend that I understand – or care – about the ins and outs of this. But, simply put, we’ve got a chance to bid for new URL endings. So I might apply, for instance, to be the owner of .zella.

And then I could build a whole lot of products and companies around my name.

But really, would I want to bother?

In my case no, but there are many companies out there who would.

I quite like the simplicity of the .com and .org that we have at the moment.

I mostly know where I am, which is a small comfort in the vast expanse of the world wide web.