The ".xxx" top-level domain returns

I read a post on Ars Technica that the top-level domain ".xxx" is back under consideration. From the article:
To find an explanation for resilience of the .xxx TLD proposal, one need only follow the money. The only organizations advocating the creation of the .xxx TLD at this point are the domain registrars, who would be able to generate considerable profits by selling .xxx domain names.
Which is very true. They won't be reaping the big bucks by signing over the seamy side of the internet, they'll be making the big bucks from reputation protection buys from the likes of us. Higher Education domains like ours, WWU.EDU, are PRIME PICKINGS for .XXX. You can fully imagine that "WWU.XXX" will be full of ***Hot CoEd Action***, if we don't get it first. So you can further guarantee that our Telecom group will dilligently pick up "WWU.XXX" in order to maintain our reputation. So whoever is granted the authority to register ".XXX" domains will be getting our money, and most other .EDU domains as well.

Back in the early years of the internet I heard of a proposal to have pornographers use "xxx" instead of the then-ubiquitous "www" at the start of URLs. It has the added advantage of not requiring regulatory approval, and is opt-in. It never went anywhere, but I thought it served the need better than a new top-level domain. Back then I didn't even consider the idea that "fbi.xxx" would be an attractive target for pornographers, heh.