In a move timed perfectly for a new Super Bowl advertisement, Crypto.com founder Kris Marszalek has completed the most expensive domain name purchase ever recorded, acquiring AI.com for $70 million. The transaction, conducted entirely in cryptocurrency with an undisclosed seller, sets a new benchmark for such deals. (The broker who arranged the sale, Larry Fischer, is likely quite pleased with the outcome.)

Marszalek intends to launch the website during this Sunday’s championship game, introducing a personal AI assistant designed for messaging, application support, and stock trading. “If you take a long-term view—10 to 20 years—[AI] is going to be one of the greatest technological waves of our lifetime,” he explained. This acquisition resets the record for domain sales, in an industry not exactly known for frugality.

The previous record was held by CarInsurance.com at $49.7 million in 2010, followed by VacationRentals.com at $35 million in 2007 and Voice.com at $30 million in 2019. Other notable high-value sales include PrivateJet.com for $30 million, 360.com for $17 million, and Sex.com, which has sold twice for over $13 million each time—though its second owner faced bankruptcy while attempting to generate revenue from it. “With assets like AI.com, there are no substitutes,” Fischer noted. “When one becomes available, the opportunity may never present itself again.”

Whether these ultra-expensive domains ultimately prove to be worthwhile investments is still unclear. For Marszalek, however, who already owns Crypto.com and previously spent $700 million on stadium naming rights, securing two definitive category-leading domains seems to justify the extraordinary cost.