Animal rights campaigners PETA and California meat company BullWhip are in hot competition for the world's most expensive online domain name - Sex.com.
Sex.com went up for sale last week and is expected to smash the current record holder Insure.com's $16 million price tag from interested buyers at auction in New York. The domain has been conservatively valued at $18 million but could sell for much more given the popularity of the subject matter on the internet.
Two unusual bidders are the People for the Ethical Treatment of Animals (PETA) and meat manufacturers BullWhip.
PETA has asked owners DOM Partners to donate the site to its charity in order to further the sexy campaigns that the organisation has used to promote animal rights. "PETA is all about using sex to promote compassion toward furry, finned, and feathered individuals," wrote Karin Bennett on the PETA website.
"If the company accepts our proposition, everybody will win: DOM Partners will get a huge tax write-off and PETA would load the site with pages of scintillating and lifesaving information," Ms Bennett continued. Previous scintillating information included celebrities baring all for the organisation including Alicia Silverstone, Eva Mendes, Pamela Anderson and Dennis Rodman.
In an amusing response, BullWhip said that they would fight PETA for control of the domain. Executive vice-president Dick James announced in a press release: "There is nothing wrong with eating meat and we will develop Sex.com to deliver this message to the world. Our plans are to have celebrities such as Angelina Jolie eating a hot dog or Eliza Dushku with two big slabs of Angus steak on her breasts."
Of course, this is nothing more than a publicity stunt for both organisations, but with the hype generated by Sex.com in the media, it's a useful story to use as a free piece of online advertising for both causes.