Sex Sells

A group of anonymous buyers has purchased sex.com, long one of the most coveted Web sites because of its obviously catchy name, for a cool $12 million.

The new owners said in the statement that they plan to transform Sex.com into "the market-leading adult entertainment destination," which they said would include "adult dating opportunities," sex and relationship advice, erotica, video-on-demand and live chat.

The sale ranks as one of the most expensive Web domain name transfers ever and far outpaces the $7.5 million paid for business.com in 1999 at the peak of the dotcom boom.