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The actual work doesn't seem to be at all — it's about a tool called TrickURI that identifies names that are visually confusing such as "G00gle.com". The headline is clickbaity.

So if I go register a name "neolefty" that nobody has ever heard of, TrickURI isn't going to object unless there's a fantastic service out there already called "ne0lefty". Which sounds legitimate to me. Kind of trademark-law-y, but consensus is how language works.




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