"You're going to have to have a widespread marketing campaign to build up consumer recognition, " says Christopher Glancy, an intellectual-property attorney in New York.

WSJ: The Race to Nab Web Addresses

According to the fee request Kirby McInerney filed with the court, the law firm and others including Motley Rice and Glancy Binkow, along with outside contract attorneys, racked up 87, 000 hours of professional time after filing the lawsuit in 2008 accusing Citi of misleading investors about the risk of its derivatives business.

FORBES: Plaintiff Lawyers in Citigroup Case Seek Big Markup For Outside Attorneys