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ST. PAUL, Minn.
Universities and companies across the U.S. are rushing to buy up some of the new ".xxx" website names -- but not because they intend to go into the porn business.
Instead, they want to make sure the adult entertainment industry doesn't besmirch their reputations by coming up with websites that exploit their school or company name.
The new .xxx suffix was created recently for use by the porn industry. Buying the rights to a name costs about $100 a year on average.