HEARD ON THE BEAT / TECHNOLOGY : Name Game

If a Silicon Valley start-up was willing to pay $823,456 for the “drugs.com” domain name, then the AgeNet figures it’s sitting on a virtual gold mine.

The Madison, Wis.-based company, which runs a Web site devoted to senior citizens (https://www.agenet.com), had the foresight to register the domain names “seniordrugs.com” and “geriatricdrugs.com.” And because senior citizens consume a disproportionate amount of prescription drugs, AgeNet “could be the next big winner in high dollar domain name ownership,” the company touted last week in a news release.

Of course, the company can’t cash in on the domain name unless it is willing to sell it--a prospect that seems unlikely given that the company has devoted considerable effort to developing a SeniorDrugs.com Web site (which is accessible at both https://www.seniordrugs.com and https://www.geriatricdrugs.com). But it’s not too late for them to reserve--and try to resell--the domain name “midlifecrisisdrugs.com.”