Just a few of the most sought after names to be conjoined with the “.sucks” domain name are Apple, Google, Microsoft, CocaCola, and McDonalds. To protect their brand, many such companies have already bought up domains featuring their brand/company and .sucks.
These domain names cost almost $3,000, compared with less than $100 for typical domain names. The company Vox Populi owns “.sucks”.
For more see on this development, see this Wall Street Journal article.