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In 1994 I created a public website for a very large, high tech company headquartered in Stockholm, Sweden.  The company name is a common Swedish family name. 

It was a rational business decision to register the company name under the .se country code top level, but also under .com and, since the company is multinational, a large number of additional country code top levels.

I subsequently checked the local telephone directory and found there were 100 unrelated companies in the Stockholm area listed under 4 variant spellings of our company name.  None of the others could register .com or .se using 'our' name spelling and, by some standards, anyone using their variant spelling could be accused typo-squatting.

So - one company could prevent 100 other companies in Stockholm from presenting themselves under their familiar name on the Internet, more in the rest of Sweden, and even more in those countries where we registered under the local country code TLD.

Today an online directory finds 12,781 companies in Sweden under the name Ericsson.

The lack of appropriate domain names doesn't make the Internet a safer, more secure and inviting place for companies, organizations and individuals.  It is a limiting factor that invites abuse.  These DNS limitations don't promote the public interest. 

You may recite 'first come, first served' but that's misleading and semantically incorrect.  It's 'first come, exclusively served'.  Citing 'first come' doesn't mitigate the damage to all those who are not served.

You may claim 'that's how the Internet works' but demonstrates how it doesn't.  You don't dismiss ransomware injections that take down the East Coast fuel supply as an example of 'how the Internet works'.

Remember, the Internet once 'worked' only when domain names were written in letter/digit/hyphen ASCII.  Why should everyone in the world be required to speak a subset of American English.

IDNA (Internationalized names) solved the language problem by adding a little code to every browser.  This code is invisible to the user.

Where's the innovative technical solution to the 'first come exclusively served' conundrum?  Requirements include unlimited naming, full backward compatibility, easy to learn and use, that only a browser update is required (not network infrastructure), and that no current name holders and their content are negatively impacted.  Multiplexed Names meet the requirements.

Both the telephone network and social networks like Facebook manage 'unlimited' users with the same name/spelling as the company mentioned above.  There are approximately 366.3 million domain names registered across all top-level domains (end of Q4, 2020, according to Verisign) but Facebook has 2.8 billion users.  The WIPO has handled >50,000 UDRP cases involving the DNS, but needn't mediate 'rightful ownership' of Facebook user names or telephone numbers. 

The phone in your pocket has added new features and functions since 1993, and you use it more. 

In his 1999 book Weaving the Web, Tim Berners-Lee, wrote:
"There can be a Joe & Sons hardware company in Bangor, Maine, and a Joe & Sons fish restaurant in San Francisco.  But there can only be one joeandsons.com."

He could have written:
There can be a beer.se and ale.se, but neither a bärs nor öl.se with the Swedish characters ä and ö.

Both statements were correct at the time he wrote, but non-LDH ASCII ('foreign' characters and scripts) can now be translated by the IDNA edge application in every browser.  

It's easy to evolve the Domain Name System to point to multiple users of 'the same name'.

Full disclosure: we have no affiliation with any TLD registry, registrar or re-seller.  Multiplexed domain names are covered by US patent.

October 14, 2021
W. Kenneth Ryan