There are two ways to assert your identity on the internet. You can either invent a brand-spanking new and original domain name and register it through a domain-name-registration site; or you can buy a second-hand name that someone else already wordsmithed and registered.

Given the enormous proportion of English words that are already dot-commed or dot-netted (over 97% of Webster's Dictionary), it's understandable that people are flocking to outbid each other for succinct, expressive e-names. One of the biggest auctioning sites, www.afternic.com, allows you to browse among dozens of categories for the perfect appellation. Most names are auctioned for 30 days, over which period they appreciate substantially.

There are, however, other ways to go about acquiring domain names that are already taken. Many registration sites feature a "who is" section that gives you the skinny on the people behind a particular occupied name. If you type in your own idea for a domain name and find that it's taken, you can go to the "who is" section (at www.nsi.com) to get the name, address, phone number, blood type, etc., of the people who possess that site. You can then call them and negotiate.

If such is your intention, be ready to dig deep in your pockets. Network auctioning is a costly business. So far, the highest bid for a domain name went to www.business.com, which sold for $8 million to a Californian firm named ecompanies. On the other hand, bidding can start at as low as $20 -- if you're interested in becoming www.iRich.org. And e-prospector isn't?