Companies are responding in droves to block their brands from .xxx. Venable's experience comports with press reports that the .xxx registry is seeing far more blocking applications than they had forecasted. The sunrise period, which ends October 28, 2011, allows trademark owners to block their exact trademark from .xxx registration. The cost is around $300 for a block that will last at least ten years. Anyone who wants to get a defensive registration for a non-registered mark can apply in the general availability period, which begins December 6, 2011.