Block.one is leaving no expense spared.

Earlier this month, the builders of the EOS network announced a social media platform called  Voice. While the company has yet to set a release date–or shown any details on the project–it has spent an eye watering $150 million. But the spending hasn’t stopped there. It appears that the company has spent big on a fancy domain name.

According to BusinessWire, an analytics firm called MicroStrategy sold the Voice.com domain name for $30 million to Block.one. The domain was passed over on May 30, just two days before the blockchain business unveiled the new platform in a keynote speech.

The team at MicroStrategy were all for Block.one using the domain name, bragging that it, “can help a company achieve instant brand recognition, ignite a business, and massively accelerate value creation.” Which sounds promising for EOS holders.

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But then again, this is hardly surprising. MicroStrategy’s business model is hodling and selling high-profile domain names. They hold other domains like Wisdom.com, Courage.com and Hope.com.

But out of those three, which best sums up Block.one’s attempt at cracking the social media market? Do they know something we don’t, or are they hoping a fancy domain name–and buckets of cash–are all it takes to make a winning product?