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It's always interesting to me to see companies make a switch of their domain name. Perhaps most fun to see is when a smaller company or startup gains a bit of traction or gets funding and spends big on a major domain name upgrade. On Domain Upgrades we look at some of these domain name upgrades and the prices paid for them.

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#### DOMAIN UPGRADES

I'm going to start with just a few handpicked domains. I'll list the old domain, the domain upgrade, and the price that was paid to upgrade (if known).

<table>
	<tr>
		<th>
			OLD DOMAIN
		</th>
		<th>
			DOMAIN UPGRADE
		</th>
		<th>
			PRICE
		</th>
		<th>
			UPGRADE DATE
		</th>
	</tr>
	<tr>
		<td>
			PhraseApp.com
		</td>	
		<td>
			Phrase.com
		</td>	
		<td>
			$75,000
		</td>	
		<td>
			2019-08-04
		</td>
	</tr>
	<tr>
		<td>
			Knots.melbourne
		</td>	
		<td>
			Knots.com
		</td>	
		<td>
			$69,350
		</td>	
		<td>
			2019-08-04
		</td>
	</tr>
	<tr>
		<td>
			biradix.com
		</td>	
		<td>
			Radix.com
		</td>	
		<td>
			$48,000
		</td>	
		<td>
			2019-08-04
		</td>
	</tr>
	<tr>
		<td>
			UserEngage.com
		</td>	
		<td>
			User.com
		</td>	
		<td>
			$150,000
		</td>	
		<td>
			2018-10-29
		</td>
	</tr>
</table>

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There is a scarcity in domains! The crazy thing about seeing some of these sales is not just the prices paid, but knowing that the domain upgrade could have been used for a number of companies. Radix.com for example... It's a bit shocking that a company such as radix.website that's in the domain space didn't acquire this name. And now, they probably never will!  

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This is what Drew Rosener often refers to as, Off the Market Forever! If you're a company and trying to brand under a name, it is crucial that you secure that domain name because if you don't someone else will. And when they do, it's gone. We can see this problem today with Bitcoin.com. It's owned by Roger Ver and was used primarily to promote Bcash (although it's pivoted somewhat now). 

Imagine if a company like, Amazon didn't own amazon.com and some other company did?! Would Amazon have been able to get as large as it has? Would Facebook have gotten as large if they had stuck with TheFacebook.com ? Maybe, maybe not... The point is that these companies recognized that they NEEDED to secure these domain names because there's truly only one and the company that owns it IS that brand.

That's it for today!

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