After five years of progressively more offensive Super Bowl advertising, yesterday was the last straw. I’ve switched 36 domain names from GoDaddy to NameCheap.com.

Revisiting the domain registrar list, I was pleased to find that it had exploded since I last researched. Not really into checking out all of GoDaddy’s 952 competitors, I looked into the first three promising registrars that came to my attention. Of the three, one met my criteria: inexpensive domain registration, an ICANN-Accredited registrar (not affiliate), an easy-to-understand DIY interface, and apparent customer support. Plus, NameCheap has a Twitter discount. Done deal.

That’s the short version. Here is the longer, rantier version:

Over the past several years I’ve had issues with GoDaddy. First, in 2003 there was an unpleasant merchant account experience. I got straightened out, but had to get my credit card company involved. With the help of my friend Julie Hood, GoDaddy changed misleading wording on their Website. I also respect founder Bob Parsons, so I got over it.

About a year later, the 2005 Super Bowl ad hits with much hoopla. It’s sexy. It’s controversial. Its second time slot got banned from TV. Many, like John Moore, thought it was also a bad move budget-wise. As it turns out, GoDaddy has become the largest domain registrar and (I’d guess) has by far the most name recognition of any registrar. On the flip side, a 2006 IPO was canceled, suggesting that company financials may be weak overall.

Same story different chapter in 2006 and I’m annoyed. After a cursory search of registrars, however, I find none that provided both low price and complete DIY interface. Life goes on. 2007 and 2008 come and go. The Go Daddy sleaze book is getting lengthy.

Enter Super Bowl 2009. The ads are - once again - sleazy and offensive to women and I’ve had enough. Targeting a campaign toward a specific viewer demographic is one thing. Doing it in a way that insults, embarrasses, or belittles a different part of the brand’s customer base is quite another. If Go Daddy is trying to become the registrar and host for immature, horny men I believe they have succeeded. See ya!