B7 Scarcity in domain names creates opportunities for control. Expansion through decentralization of the root and growth in top level domains is especially desirable. The use of domain names as a marketing device to index content creates excessive value in domain names and creates disincentives to innovation. The technical evolution of DNS should not be unduly inhibited by its use as a marketing technology by commercial users. Costs should be minimal and equitable.
Similar services delivered in different parts of the world can have different value.
Likewise, users' ability to pay can vary dramatically. Costs assessed to those users should reflect this.