TechCrunch reported on a $19 million funding round for a startup called Less, “a ride-sharing service for commuters and other short distance rides.” The company was founded by Jean-Baptiste Rudelle, who reportedly founded “one of the most successful French startups,” Criteo. Smartly, Less is using the perfect domain name for this venture: Less.com.
When I noticed the url for Less, it rung a bell. I searched through my email, and I see that it had been offered for sale via several brokers. In 2015, Less.com was offered for sale via Brannans for $325,000. In 2016, I see an email from Mark Daniel of Domain Holdings who offered the domain name for sale without a price. In December of 2016, Brannans was once again offering the domain name for sale in its newsletter with a $160,000 price. Most recently, in August of this year, Brannans had Less.com in its newsletter as a “make offer” listing.
Based on Whois records, it appears that
Earlier this month, I reported the sale of the 
When I think about the branding of 21 Inc. (aka 21.co) without any knowledge of the company, the only thing that really comes to mind is blackjack. 21.co is arguably a nice, short .CO domain name, but 21 doesn’t really say much about its brand. The company appears to have solved this brand issue by rebranding as 
Cover is a free app that tracks insurance rates and allows people to “cover” (aka get coverage for) items like cars, homes, pets, jewelry and electronics after taking a photo of the item using their phone. Cover uses CoverInsurance.com for its website, although the company has also been using UseCover.com to forward to CoverInsurance.com. Smartly, it looks like the company secured the Cover.com domain name.