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perhaps in a few years once corporate Britian "really" understands the significance of a decent domain name, then rental can be a viable option, even for low-mid value names.
As it stands, companies are paying more for a full page advert in a newspaper/magazine for a 1 day ad than they would pay for a decent generic domain name that would pay for itself. (I read this somewhere recently and I'm paraphrasing)
But think of it, a few k for a 1 page newspaper ad that lasts 1 day, compared to a few k for a half decent domain that lasts as long as you are willing to pay a fiver every 2 years. In my opinion it's a no brainer. I'd rather spend my few k advertising budget on a decent domain name.
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