Lots of colleges and business took advantage of the opportunities to buy .xxx domain names in advance, the idea being to prevent other buyers from snatching up, say, drexel.xxx, and creating an adult entertainment website.
One university, Penn State, probably benefited the most from the purchase.
The Associated Press reports PSU was part of the group that bought .xxx domains before they become publicly available. Each domain costs $200 and lasts 10 years. PSU, in the midst of a child sex abuse scandal, bought Penn State, PSU, Nittany Lions and The Pennsylvania State University. The purchases also ensure those names can’t be used in conjunction with other terms (like nittanylionsgirls.xxx) on an adult site.