Bobby Gruenewald, the innovation leader for lifechurch.tv (no, we’re not making that title up), told USA Today that the church paid the fee to purchase rights to .church, not for the purpose of making money, but to provide resources to their target market, a network of 100,000 pastors.
In its application for the domain extension, lifechurch.tv tried to be as inclusive as possible. Any organization with “similar religious
beliefs” would be eligible to purchase a .church domain. We assume that
means anyone is eligible who likes cutting-edge electronics,
middle-ofthe-road pop music about Jesus, True Religion jeans and pithy
sermons about movies, sex and money.