Former United States vice-president Al Gore just won't go away.
Everywhere you turn these days, he is there.
Before the US presidential election last year, many key strokes were wasted on the internet with people debating whether Mr Gore should just be appointed as president because, well, because he is Al Gore, protector of the world's environment.
When the push came, Mr Gore did not stand, and in some ways, at least from afar, he seems to have retained his "most important person status" without having to deal with global recessions and car manufacturing companies needing increasingly larger amounts of money to stop them from folding.
But the latest debate sparked by Mr Gore is as interesting as it is complicated.
He is backing the creation of a new green .eco domain name.
Dot Eco applied to create the domain which would then be used to host sites supporting environmental causes.
"This is a truly exciting opportunity for the environmental movement and for the internet as a whole," he said.
Dot Eco plans to apply to the Internet Corporation for Assigned Names and Numbers (ICANN) - the regulatory body that oversees domain names - for the creation of .eco later this year.
Mr Gore, who won a Nobel Peace Prize in 2007 for his campaign on climate change and an Oscar for his film An Inconvenient Truth, is the co-founder and chairman of the Alliance for Climate Protection.
Dot Eco said it had entered into an "integrated partnership" with Mr Gore's group to secure the .eco domain.
"We fully support Dot Eco in its efforts to secure the .eco top level domain through the ICANN application and look forward to working with them to promote .eco," Mr Gore said online.
The firm said proceeds from the registration would be used to fund research on climate change and other environmental issues.
ICANN said it would soon look at applications for new domains meaning that internet users could soon start seeing URLs that did not end only in .com, .org, .net, .edu and .govt.
In New Zealand there have been some tentative moves to introduce domains other than the dot.co.nz ones we have become so familiar with.
As Mack-Line has noted before, there might be an opportunity for cities to apply so perhaps we will see .auckland or .christchurch.
Please do not get me started on .dud as the friendly airlines which fly into Dunedin still insist on labelling our fine city.
Writing on Telegraph.co.uk, Shane Redmond said he found himself in the unusual position agreeing with the Pope and disagreeing with Mr Gore.
"It's more often the other way round but when it comes to internet domain names I have to side with the man in the dress over the square-headed former vice-president.
"Big Al wants a special .eco domain name for environmental groups.
At the moment they mostly have to make do with the .org suffix, which is aimed at non-commercial entities."
Dot Eco said the new Top Level Domain (TLD) name would allow groups and individuals to "express their support for environmental causes", raising the question of whether climate change deniers would be allowed one, should they want it, Mr Redmond wrote.
On the other hand, the Pope was against the idea of having his own domain name.
He did not want ICANN, whose job it was to decide which TLDs were provided, to create .catholic and he was not keen on there being a .anglican, .hindu or, presumably, .wiccan and .satanist either.
The Vatican wrote to ICANN, which held its 34th international public meeting last week in Mexico City, warning that "bitter disputes" could result from domain names being issued on the basis of religion and denomination.
ICANN says that more TLDs are needed because, as more parts of the world come online and more websites are created, we are running out of names.
"That's a genuine concern but they propose to answer it by creating a vast number of new TLDs and, for the small matter of $US185,000, will let you create one of your choice," Mr Redmond said.
Many businesses were put off by the expense of hoovering-up every new TLD that related to their business.
A car manufacturer, for example, might need .com, .biz, .auto, .eco (to show off their environmental credentials) and so on, just to stop others hijacking their name.
It could become a costly exercise and a nightmare to manage.
John Mackenzie, whose law firm Pinsent Masons runs the OUT-LAW blog, says that only domain name squatters and those who sell domain names will profit from the plan.
"When .eu launched, the European Commission said that the high uptake showed the demand for the new domain.
"It showed nothing of the sort.
"Companies bought the names because they felt they had to, to stop their brands being weakened by parasites."
ICANN has postponed its plan so that it can listen to concerns from businesses.
Mr Redmond wrote that most consumers paid little attention to the suffix of a web address and would probably be confused by a swathe of new ones.
If more were needed, ICANN should add the fewest possible.
