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Whether “exchange” calls to mind the stock exchange, exchange rates, or exchanging goods, .EXCHANGE can encompass them all. This TLD is an open registry, meaning its use will be defined by the businesses, groups, and individuals that create domain names within its namespace. In exchange, .EXCHANGE offers a dynamic, unique, and marketable TLD that, because it caters to a variety of different purposes, will serve as a distinctive marker on the Web to enable more fluid searching for users.