Extract: "When I was looking at some .website domains, a name like Tennis which I used to play 12 hours a day at one time in my life, was $3,125, some other sports names from $625 to $3,125. I did not think I would find the type of premium name I was looking for at regular registration fee".
Source: http://tldinvestors.com/2015/03/sold-my-first-new-gtld.html.
Domainers register their domain names with Uniregistry.