from the article....
ICM CEO Stuart Lawley doesn't want anyone to steal his inside corner in the world of online adult content. If another applicant emerges for .sex, he's prepared to slug it out.
"We've been very careful and responsible in what we did with .xxx, and we don't want someone to take over what we've done as the incumbent," Lawley says. "We're trying to produce clearly identified content that doesn't confuse consumers."
story here...
http://money.cnn.com/2012/06/11/tech...main/index.htm
(sorry if this was posted before - I just ran across it)