'Tis a good time to be a domain registrar

Jamptap discovered a new 'round' of typo-variants of the domain 242242.com that ChaCha Search, Inc., registered during this past week. They include the following: ask242242.com, ask242242.net, ask242242.org, text242242.com, text242242.net, text242242.org, www242242.com, www242242.net, 242242com.com, 242242net.net, 244442.net, and 424424.net.

While we were searching domains relating to 242242.com, we noticed several active and deleted URLs relating to the phrase '2424Milk.' 2424Milk.com was a consumer education website launched in 2004 about the nutritional value of, you got it, milk. The site was also the 2-year home of the popular Milk Mustache celebrity campaign, which began years before. In 2006, the site offered a sweepstakes to win 1 of 24 trips to the Bahamas.

The domain, 2424Milk.com, marketed as 24/24milk.com, was so named to emphasize the claim that having 24 ounces of milk every 24 hours while dieting would help. The campaign's platform was 'Milk Your Diet. Lose Weight! 24 ounces in 24 hours.' Apparently 24 ounces in a day seemed a bit too much milk, or mustache, for most people and in 2007 the domain 2424milk.com began forwarding to the domain WhyMilk.com, the new official home of the milk mustache hall of fame. Perhaps it was the number '24' that sounded like a lot of (ounces of) milk. The message on WhyMilk.com is still the same, however they just use a smaller number. They advise people to drink 3 glasses/day, which seems like less milk but, of course, really isn't. Per WhyMilk.com: 'Studies suggest the nutrients in 3 glasses of lowfat or fat free milk a day can help maintain a healthy weight, plus the protein helps build muscle for a lean body.' Both websites were launched by the Milk PEP (Milk Processor Education Program), which is funded by America's milk processors.

ChaCha Search, Inc., probably has noticed in their domain registration frenzy over the past month that a lot of domains with 2's and 4's and the word milk are still hanging around with parking pages. Our favorite is 24224milk.com, which is the URL that a user would type in to get to ChaCha when, suddenly, they realize they haven't had their 24 ounces today and hash out the word 'milk.' It's unbelievable that domain is still registered.