I’d like to issue a call for responsible domain name purchase and usage. Many domain names (e.g., theoffice.com) purchased and employed should rather be subdomains (e.g., theoffice.nbc.com) or subfolders of the root domain (e.g., nbc.com/theoffice). What’s happening is domain name clutter and disassociation. Nearly every new movie and book grabs its own domain name when the same site could exist under the greater umbrella of the author, the publisher, or, in the case of movies, the distributor. Their reasoning might be that if they don’t snatch up their eponymous domain name, someone else will and thereby steal their traffic. Shame.