The ideas is to use it against outright squatters, not against other businesses that have the same name. You're right that it doesn't help with personal sites.

The ideas is to use it against outright squatters, not against other businesses that have the same name. You're right that it doesn't help with personal sites. The "Uniform Domain Name Dispute Resolution Policy"[1] seems pretty clear-cut against squatters. See section 4a and 4b. "Bad faith" includes "primarily for the purpose of selling, renting, or otherwise transferring the domain name registration to the complainant who is the owner of the trademark or service mark or to a competitor of that complainant, for valuable consideration in excess of your documented out-of-pocket costs directly related to the domain name." Basically a definition of squatting. [1] https://www.icann.org/resources/pages/policy-2012-02-25-en https://www.icann.org/resources/pages/policy-2012-02-25-en