Published: Dec 09, 2011 9:41 PM EST

ST. PAUL, Minn. (AP) - 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.
    
For example, the University of Kansas spent nearly $3,000 to lock down names like www.KUgirls.xxx and www.KUnurses.xxx . The university plans to sit on those names and do nothing with them.
    
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.

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