Many years in the making, the .xxx has been a controversial proposal from the start.

FORBES: Huffington Post.xxx. Could It Happen to You Too?

"Members of the board voted against the ICM agreement based on inaccurate information about the written statements of various governments concerning .xxx, " said ICM in a letter to Icann.

BBC: NEWS | Technology | US challenged over .xxx decision

So the regulators, in the form of the National Association of Insurance Commissioners, advanced Regulation XXX, which mandated higher reserves.

FORBES: JPMorgan, Ambac and an indecent insurance racket.

In addition to the new TLD, ICM is working with MetaCert to label all XXX sites to make it easier for browsers and plug-ins to block them.

FORBES: Connect

In a 2006 marketing paper Diana Adams, an Ambac managing director, gushed that Ambac's XXX guarantees were giving life insurance companies regulatory relief.

FORBES: JPMorgan, Ambac and an indecent insurance racket.