Last month Pool.com and Quintaris started a joint project to let consumers pre-order—without cost—domain names in new generic Top-Level Domains (gTLDs) for which ICANN will likely get an application (see ICANN Board Approves Sweeping Overhaul of Top-level Domains). Latest stats released by the group is showing strong demand—about 10,000 per day in the first month of the program.

While not yet ready to offer a list of the top ten potential extensions, it is interesting that the market is trending toward the generic, say .golf rather than .nike. But while this may be interesting, what is surprising is that no city gTLD makes that top ten even though the city advocates have been vocal and competition (e.g., .nyc) had given rise to a fair bit of media attention.

The pre-order program was born out of frustration that the debate over the gTLDs has become rooted more in opinion that data. Even the two economic studies offered by ICANN were enough flawed that they did not solve the problem. And the ICANN Implementation Recommendation Team (IRT) was seen as captive to specific interests.

What, though, if the market had a chance to speak for itself? While the pre-order program is a blunt instrument, it is measuring intent. And, as marketing people know, intent is the key to trial and purchase.

With another month or two under its belt (with, perhaps, a million names pre-ordered) it will make sense to report on the numbers at a more granular level. That is the intent, but only when the numbers will stand on their own and not be blown one way or the other by the wind blowing around gTLDs.

In the case of the program and its implications for new gTLDs, the more the merrier.