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In page .xxx:

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There were also early indications that .xxx domain names will be registered not with the intent to focus on pornographic content, but to use the adult connotations as a benefit to a marketing strategy.[4] An example is the registration of kite.xxx, which is aimed at the extreme sport of kitesurfing, thus benefiting from sexual connotations and innuendo for humor and promotional purposes. Another example of a .xxx domain name being registered without a focus on pornographic content was the registration of popebenedict.xxx, which contained pro-Islamic content despite being named after Pope Benedict XVI.[5]