With all due respect... I think you guys are nuts.

As parents of a two-year old, we have a lot of contact with other families who buy toys, and they know nothing about domain names, etc. We're talking non-technical here: we get floods of email with fake virus warnings, Bill Gates will pay you to forward this message, etc. They buy from e-toys because it's a nicely laid-out site, and the prices are decent.

A glance at the Yahoo chat board for etoys will confirm that on-line traders don't care much about domain names, either. There are a large number of shares outstanding, and I doubt many of the holders know or care about etoy. Many successful companies do much worse things all the time.

It seems that the stock is going down because of the amount and success of its competition. The fact that Toys R Us, a truly awful 'real' store, is doing very well this season is a surprise to many people, including myself: As soon I heard on the radio that they beat out etoys on Thanksgiving weekend, I knew this was significant, toy-wise. One never really knows why a stock goes up or down, but I think this is closer to the truth. (And, in fact, etoys is still well above its August low).

I'm not condoning what they did to etoy, but I strongly suspect you're engaging in wishful thinking here.