An expired domain name, soon to turn 30, sold for more than 20 times its estimated value just before Valentine’s Day 2026.
On February 12th, the auction for the domain name Delete.com saw a hours-long tug-of-war between bidders number 27 and 32. Ultimately, the domain, soon to celebrate its 30th birthday, sold for $494,352. Just a few months prior, GoDaddy had officially valued it at only $24,069.
$494,352. $24,069. The $470,283 difference is enough to buy 19 more “Delete” domains.
This was no accidental premium. Those familiar with the domain name market know that single-word domain names are inherently scarce assets. And “Delete,” as a core command in everyday internet operations, has a brand value and memorability that far surpasses simple price assessment models.
More significantly, GoDaddy had already confirmed the domain’s legal origin and initiated the auction process months in advance. This “confirmation of ownership” step typically concerns only ownership, not pricing power. But when the market takes over as arbiter, the price no longer follows valuation models.
From 24,069 to 494,352, the difference wasn’t in the word “Delete,” but in the imagination surrounding it.
The protagonists of this protracted bidding war—bidders number 27 and 32—remained anonymous throughout. They might represent end-user brands, domain investors, or simply people unwilling to miss out on a perfect word. Regardless of their identities, the hours-long bidding war speaks volumes: some value must be confirmed at an irrational cost.
On the eve of its 30th anniversary, Delete.com received nearly $500,000 in gifts.
On a larger scale, this auction raises the question: how do we define the value of expired assets? Is it its history, its use, or the price someone is willing to pay for it?
The answer may never have been within GoDaddy’s valuation framework.
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