It could be the end of the World Wide Web as we know it: After rolling out just 22 top-level domains in the past 10 years, Internet Corporation for Assigned Names and Numbers (ICANN), the nonprofit formed in 1998 to coordinate the Internet’s naming system, is flinging the doors open on Thursday, allowing companies, organizations and cities to register for any generic top-level domain (gTLD) they want.

While most of the websites people visit now typically have extensions like .com, .org or .edu, companies and organizations will essentially be able to make up their own starting this week. For example, if Pepsi buys .pepsi, it can launch its own drink.pepsi website.

By the time the process is finished in 2013, Web addresses could start to look less like the streamlined World Wide Web we know today and more like the Wild Wild West. “We’re talking about…

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