Back in 2013 we originally launched with the domain name "Sync.us" (we didn't have a choice, the .com was taken). Instant regret, as it made branding difficult, and our marketing efforts simply drove traffic to the many, more recognizable sync branded TLDs.

Then a few months later, one of our team members inadvertently visited Sync.com (a common Freudian domain name slip for all of us), and discovered the domain was up for auction. Instead of subsidizing our storage, like most of our competition was doing at the time, we diverted a substantial portion of our marketing budget towards winning the auction ;-)

It wasn't cheap.