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Freakonomics coauthor Steven Levitt posits that the no matter who first claims a domain name, the Web address will ultimately end up in the hands of the party most of us would expect. This is because the brand you know likely values domain names associated with its brand the most. Apple, for example, made sure to acquire iPhone.com, even though it cost more than $1 million. The Coase Theorem, as it's called, works in that case, but Levitt asked readers to come up with exceptions. Which were the most notable?

  • Start with Oakland Raider and former Tampa Bay Buccaneer Warren Sapp. Reportedly, the one-time NFL Defensive MVP refused to pay $5,000 for the domain WarrenSapp.com.
  • WhiteHouse.org is a satirical Web site which mocks the president.
  • American.com and Northwest.com do not belong to the airlines that go by such names.
  • The best exception has to be Nissan.com, which does not belong to the car company, but to Nissan Computer, located in Raleigh, North Carolina, and owned by Israeli-born Uzi Nissan.

"!!! WE ARE BEING SUED !!!" Nissan writes on his site. And yes, you'll be happy to hear, it goes on like that.

Nissan Motor Is Suing Nissan Computer For Trademark Infringement, Trademark Dilution And Cyber-Squatting, initially Seeking 10 Million Dollars In Damages...The French automaker Renault holds a 44.4% controlling interest in Nissan Motor. 15% of the French automaker Renault, is in the hands of the French government...Take A Stand And Make A Difference.