“Let’s not pretend otherwise,” reads an ad in this morning’s Los Angeles Times, “adult material…accounts for over 10% of online searches.” The ad, placed by ICM Registry, goes on to say that the industry itself needs to be recognized for taking a proactive stance to provide safe, secure access to adult entertainment. To that end, ICM Registry has created a new internet extension – XXX – that will readily identify adult entertainment sites. XXX sites will be electronically labeled as adult in nature, allowing for easy filtering by parents, schools and libraries. They’ll be scanned daily for malware and spyware, and will be able to take secure, age-verified payments through a third-party service. And the creators of XXX pledge to donate a portion of each domain fee to the International Foundation for Online Responsibility - a non-profit organization that the CEO of ICM Registry is apparently the chairman of. ICM touts this as great news for users, families and the adult entertainment industry alike, and urges operators of such sites to register their domains as XXX right away. But is creating a virtual “red light district” such a good idea? Is this an altruistic solution to the ongoing battle to keep porn from popping up on our – and our children’s - computers? Do you welcome an “easily recognizable, safe and relaxed” environment in which to responsibly enjoy adult entertainment? Or do you see this a shameless money-grab by online profiteers?