Though .co is the country-code Top Level Domain (ccTLD) for Colombia, the second-level registrations (ie company.co) are available on a global basis and it is being pitched as a direct competitor to the dominant .com gTLD. Google has altered its algorithm to increase the relevance of search results in the .co domain by treating .co as a gTLD and allowing .co website owners to specify the geographic regions they are targeting. Though .CO Internet has the freedom enjoyed by all ccTLDs of not having to operate under ICANN’s policy framework, they have elected to adopt policies that very closely match that framework, including the Uniform Domain Name Dispute Resolution Policy (UDRP). The launch of second-level registrations under .co therefore represents, to all intents and purposes, a new gTLD launch, and appears to be a popular alternative to .com for both large corporations and small businesses, at least at this early stage. Overstock’s purchase of o.co for US$350,000 shows a high degree of confidence in the new .co brand, and Twitter has also joined their list of high-profile anchor tenants, launching t.co as a secure URL shortening service. Anecdotal evidence also suggests that small businesses are taking the opportunity to secure names within this new space that they had been unable to register in .com or other spaces.