Overstock focuses on Branding around the Big O

News today focused on Overstock.com paying 350,000 for 0.co. Being an owner of domain names suffixes besides the ubiquitous .com suffix.Personally I think its a waste of money.  Oprah owns the O, not Overstock. I could think of so many ways they could have spent the 350,000 to build their brand and help their business grow.  I will call a spade a spade and call this an ego move. What do you think?

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