Liberty Media Holdings of Las Vegas, which is part of the Corbin Fisher gay porn empire, paid half a million dollars for Gay.xxx at an auction this week.
It's a lot of money, but it's not the most expensive URL ever; that honor goes to sex.com, which sold for $13 million.
Nine other .xxx sold more than $100,000 each in their initial offerings, belying fears that some business owners might shy away from .xxx domains, since it would be easy for those domains to be censored by governments or by web filters.
Other .xxx will be auctioned off at a conference in Fort Lauderdale in mid-October, reports thedomains.com,
including Movies.xxx, Singles.xxx, Personals.xxx, Chatroom.xxx, orgy.xxx, and Hotties.xxx
Gay.xxx is not yet active. The owners are allowing people to register for updates, if they want.
"We have some innovative plans for making this the one-stop web destination for all things related to gay adult entertainment," said Cobin Fisher CEO Jason Gibson.