According to recent reports, many non-adult groups like colleges, museums, and well-known groups rushed in order to purchase addresses with the ".xxx" domain. This move was brought about by the decision of these groups to prevent porn purveyors from using their specific names in the web's red light district.

The rush behind the purchasing of these websites began when ICM Resgistry gave a go signal for companies, groups, actors, porn starts, and other well-known individuals or group to purchase websites that are associated to their names and identity. Groups that actively participated with the purchasing of these sites were reputable colleges and they were willing to pay US$200 for 10 years of exclusive control over domains based on their names. An example of such is the University of California Berkeley which purchased a total amount of US$1,200 for 6 .xxx web addresses that are based on different name variations of the college as well as their football team, the Golden Bears. The school opted to proceed with this decision despite financial problems in the California state college system.

Robert Sanders, a spokesman for the school also mentioned that they are also willing to pay an annual fee of US$102 to maintain the website "calbears.xxx" despite having no intention to use the said website. Sanders also disclosed the reason on why the school opted to do this kind of action. Sanders mentioned that "Basically, we're trying to safeguard the university's name and its trademark from being used by people in a manner we would find inappropriate. We wouldn't want to be associated with the industries that might use these kinds of sites." Other companies and groups who also joined this frenzy included Stanford, MOMA, Louvre, Sony, CocaCola, Vatican, AFP, GirlScouts and BoyScouts.

Despite news stating that there were a lot of groups that purchased this type of websites, a study from Standford University is proving otherwise. Elie Bursztein, a researcher from the Stanford University said that out of the 500,000 world's most popular websites, only 24% were able to grab these .xxx domains. Bursztein also commented about this research result in CNET stating that "There's been a lot of news about people rushing to buy .xxx, but after the dust settled, it turns out that the data don't agree with the hype."