How this process actually works is you apply to carry a gTLD (ie .blog) this application fee costs $185,000.  If no one else applies for the same string, you are good to go. If they do there is an auction. The auction works like this. N parties participate and must provide an escrow account (to bid in good faith) they may bid up to what they want (and whats in escrow) and the winning bid pays out to the auctioneer (a minor fee) and the losing parties.<p>IE 3 parties to this auction (making this up)<p>automattic - 19 million paid
Party 1 - 9.5 million earned
Party 2 - 9.5 million earned<p>You are essentially paying off your competition to go away. There are some other details and this was the initial process a few years ago, I have not heard if there are any significant adjustments now.