It looks like ICANN’s plan to flood the internet with unlimited new gTLDs starting in early 2010 has already given rise to a hefty lawsuit. Celebrity chef Wolfgang Puck and his wife Gelila are being sued for $5 million after they tried to register .food as a new top level domain name - and it’s Puck’s business partners that have filed the suit.

TLD consulting firm Minds+Machines, Top Level Domain Holdings, and Frederick R Krueger, an investor who worked on the failed .food deal have stated, among other things, that Mrs. Puck has falsely claimed to have high-level media connections who would help the domain acquire top-level customers, and that Mr. Puck had stopped promoting it after Minds+Machines had spent over $100,000 on promotion.

But it’s not just the Pucks’ who have started to embrace their inner folly when it comes to the domain registration of a new TLD. The .Sport Policy Advisory Council – who wants to see a .sport TLD – has claimed they want to be the only ones with a new TLD relating to any sport!

The .Sport Policy advisory wrote in a letter to ICANN "We cannot accept ICANN approving any applications for top-level domains that could diminish the solidarity implied with .SPORT."

Let the madness commence!