TechCrunch published an article about a startup called Cove.Tool that just raised $5.7 million in funding. When you have a look at the tweet linking to the article, see if you can spot what really caught my attention:
— TechCrunch (@TechCrunch) October 14, 2020
As you can see, the Cove.Tool branding in the tweet is not automatically hyperlinked by Twitter. What this means is that Cove.Tool, which is the company’s brand name, is not actually a domain name. Even though Cove.Tool looks like it would be a domain name, it is not a domain name – it is just the startup’s brand name.
From what I can tell, there were no new gTLD applications for the .Tool extension. There is, however, a .Tools domain name extension. Donuts operates the .Tools extension (see nic.tools).
Confusingly, the company known as Cove.Tool uses a different new gTLD domain name for its website – Cove.Tools. The company does (smartly) own CoveTool.com, which it forwards to Cove.Tools, but it seems needlessly confusing, particularly from an email perspective. I bet a lot of people are going to email X@cove.tool instead of X@cove.tools because of the corporate branding.
I think it’s branding and domain name combination is peculiar.