The rise and rise of the word "bugger" in the national zeitgeist continues.
The domain name bugger.co.nz has been registered by the Auckland Web development firm Go Kiwi Internet, which has also secured the Telecom 0800 "word number" 0800-BUGGER.
The rules of the national Internet registry Domainz forbid names based on offensive words - so the name's acceptance is yet another indication that, although the Broadcasting Standards Authority is yet to consider complaints about the Toyota TV campaign that shot the name to prominence, New Zealanders are not offended by it.
Go Kiwi spokesman Dennis Smith says the name was not queried when he registered it late last month. He says he notified Toyota "as a courtesy", and has plans for the name, but is not yet able to reveal them.
Toyota will be running the "bugger" campaign in its present form for next month and periodically for the rest of the year.