One man’s quest to reshape the online porn industry through the “.xxx” top-level domain:

The resistance to Lawley, whatever its merits, has the ring of desperation. ICM arrived at a moment of crisis for commercial porn. After enabling several boom years, the Internet has brought many smut marketers to their knees. Rampant freebies on “tube” sites have reduced global porn revenue by 50 percent since 2007, to less than $10 billion, including about $5 billion generated in the U.S. Those are rough guesses by Diane Duke, executive director of the industry’s trade group, the coyly named Free Speech Coalition. Speaking privately, some porn executives say the coalition’s revenue estimates are optimistic. In a field dominated by privately held companies, no provable statistics exist.

Setting aside moral judgments and potential social harms—we’ll get to those—it’s remarkable that Lawley is making any money at all. Especially since he had to fight for seven years, spending millions of his own dollars, to get permission for .xxx from the Internet Corporation for Assigned Names and Numbers (ICANN), a nonprofit regulatory body. His persistence in the face of hostile lobbying by competitors, religious conservatives, and the U.S. government suggests that if the stubborn British entrepreneur claims to have a money-spinning solution for the Great Porn Depression, he should not be underestimated.

“The New Republic of Porn.” — Paul M. Barrett, Bloomberg Businessweek

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