As ICANN gets closer to issuing the RFP for new gTLDs, the original black-and-white argument against the plan is fading away but not the opposition.  Now, as smart marketers are coming around to the real-world value of owning a branded domain name extension, the nay-sayers are turning to other, equally unsubtle criticisms.

The new gTLDs will create “ghettos.” But then couldn’t that criticism be leveled at every sponsored top level domain, like .cat, .jobs and .travel?  And what about the country code top level domains?

The current case in point is everyone’s favorite new gTLD, .eco.  A commitment to the environment, a plan to finance green businesses and an application team including former Vice President Al Gore.  A idea good enough to draw other, equally green groups intending to offer a competing .eco application with their own international man of green, Mikail Gorbachev and his Green Cross.

This should all make for a lively stew of an agenda at ICANN’s meeting in Seoul in late October.  We got a taste (pun intended) of gTLD value in Sydney when chef and restauranteur Wolfgang Puck flew in to promote his interest in .food and a view of the fight over those with real value when two .music groups attended the meeting in Mexico City.

What is clear is that the program will launch, the process will winnow the applicants the market will pick the winners.  As of now, to quote Shaw, all we are doing is “haggling over price.”