However, not everyone is as optimistic about the potential impact of the new generic top-level domains.

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While brand-based and generic TLDs are fascinating in terms of their potential to shake-up domain name giants and revolutionize online branding, only a handful of them will possess staying power.

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With billions of dollars at stake and neither company certain how it might fare in court, a brand-name manufacturer might prefer to pay its potential competitor substantial compensation to delay its generic drug and the generic maker might welcome a hefty payoff rather than face the uncertainties of litigation and marketing.

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Kogan compared Zetia to the company's allergy blockbuster, Claritin, which will soon either face generic competition or be sold over the counter, dulling its sales potential.

FORBES: Magazine Article

Under current FDA regulations, generic drugmakers cannot update labeling, even if they become aware of a potential risk not mentioned in the labeling.

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