But it's actually part of something greater: the effort to build a self-sustaining internet for porn. isn't the first porn-only search engine, nor is it the first to use a minimalist aesthetic.
also plans to roll out new features every six months or so, Lawley said.
There is a plan to add a topic summary at the top of the results for porn stars and cam girls, similar to the topic summaries powered by Google's Knowledge Graph.
For the most part, the porn market is divided between free, ad-supported sites and premium, paid subscription sites. A secure micropayments system would give customers and purveyors more options.
Lawley wants ICM to play a gatekeeper role for porn sites similar to Apple's role in the App Store or i Tunes.
ICM also has pending applications for .sex, .adult, and .porn, which will presumably be listed in if granted.
The company essentially wants to create a separate internet for porn, a place where users can browse safely and discreetly, and all sites will operate according to ICM's rules.
"It's an alternative," said Stuart Lawley, CEO of Florida-based ICM Registry, the company that administers and
"We're not looking at world domination with this." But ICM's approach to is consistent with the strategy it's pursued around since the domain debuted in December.
Merely promise that you're over 18, select your language, and indicate your sexual orientation, and will deliver objectively-ranked results.
Sites will be ranked according to keyword matching in the domain name, meta data, and site content.
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