del.icio.us (2003), bit.ly (2008), instagr.am (2010) — using ccTLDs as parts of English words, known as “domain hacking,” is also a cultural history of ingenuity.

What’s fascinating is that many companies migrate to .com after scaling (Instagram → instagram.com, Bitly → bitly.com). Domain hacks are ideal for projecting “startup energy,” but companies tend to change into “formal attire” once they scale.

This isn’t merely a branding issue. Domain hacks carry a high cognitive cost — users must remember the exact position of dots, which disadvantages word-of-mouth spread. For growing companies, graduating from domain hacks is a rational decision.

Yet the playful spirit of domain hacking hasn’t disappeared entirely. discord.gg, itch.io, bsky.app — a new generation of domain hacks remains very much part of internet culture.