Assuming, of course, that their business model predicts that over the course of those 10 years $10M extra profit will be made from having the domain milk.com.

Assuming, of course, that their business model predicts that over the course of those 10 years $10M extra profit will be made from having the domain milk.com. I have no idea about the milk business, especially not its promotion. But I would imagine that few people would not spend as much money on milk because this organisation does not own the domain 'milk.com'. It's more likely to be bought by a corporate wanting a pretty memorable domain.