18(c) What operating rules will you adopt to eliminate or minimize social costs?

Prototypical answer:

The proposed gTLD “.unicorn” is the brand domain name. The applicant does intend to strictly control and limit registration and use of the domain name and does not expect any massive increase in numbers of users and registrants. The number of registrants and users of the domain name will not exceed 1000 in the first year with max. 20% growth every year. The applicant does not intend to be a commercial registry with thousands of registrations per month. The proposed gTLD “.unicorn” should serve mainly to applicant itself, for its promotion and better recognition throughout the business world, and to applicant’s customers and business partners, not to everyday use by infinite and unclosed number of registrants⁄users.
The applicant itself (at its own discretion) will decide whether its business partner or any other subject using Unicorn Universe system should have also SLD under “.unicorn” and for what purpose. Therefore,
i. No multiple applications are possible.
ii. No benefits for registrants are necessary.
iii. The applicant does not intend to make any contractual commitments to registrants regarding the price escalation.

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