I actually find this structured approach to be quite interesting, despite the cynical, money-minting glee with which it will no doubt be executed. How far the industry has come since the days of faxing in my passport to register a .com.

Allow me to translate, for those that were lulled into a hypnotic trance by the Patrick Stewart sound alike:

Sunrise A: Additional adult domain cost! Your existing domain strategy just got more expensive to maintain unless you want your SEO to get nuked.

Sunrise B: Brand Blackmail, early period. Otherwise known as "That's a nice non-adult themed brand you have, it would terrible to see something happen to it."

Landrush: Laughing all the way to the bank. 18 days? Try 18 hours.

General Availability: Gone, all the good names are.