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Suppose you sell flowers. You want the domain flowers.com. If you visit the domain, it redirects to 1800flowers.com. The latter is a well known US firm. It has that domain under its own name, and gets traffic from visitors attracted to its brand. There is another group of buyers who don’t care which seller they go to. They are likely to just look for the generic flowers.com. Hence the firm bought the latter domain and pointed it to 1800flowers.com. This is multchannel marketing, using a generic brand. You cannot get flowers.com. So you buy one of our [Flowers] Linkets to use that as your brand. You want to point it to your own flower selling site. You buy a cheap domain, like flowers123.org directly from a domain Registrar. You buy it for the default and cheap price (eg $12/year). Whereas if you want a flower domain already owned by someone, they might want $thousands. With flowers123.org, you make your own pages, using whatever website editor you wish. (WordPress, Wix and Weebly are examples.)