Today, a new top-level domain name, .xxx, comes online. That means you’ll have websites ending with .xxx instead of just .com, .net or .org. Obviously this was intended for online porn which, like it or not, is a big part of the internet.

Perhaps paradoxically, the porn industry isn’t too happy about it, Washington Times reports. Basically, online porn companies don’t want to pay for new .xxx domain names to protect brands that they built with .com names, and the fee is $60 per domain or more, which is pretty high.

A porn mogul wrote to xbiz.net, a trade publication: “Why would I want to put $60 in ICM‘s pocket? To protect my brand? That’s extortion.” Another one wrote: “If I’d buy every .xxx domain for every .com I have, that would be $12,000 per year. For nothing.”

Meanwhile ICM says people should buy .xxx because it will be “a Good Housekeeping Seal of approval for adult sites.”

ICM also sells “opt-out” registrations for businesses that don’t want someone to snap up their .xxx domain name for their brand — think disney.xxx or mcdonalds.xxx — for $200 to $300.

Let the games begin.