Because only one lucky person can own `fraser.name` at any one time in your model. And whilst that lucky person might be able to register their family members for free. There will be countless more (unrelated) Frasers who won't be able to register (even for money) their own `FIRST.fraser.name`.

So the argument goes, society as a whole gains more if we prevent anyone from owning `fraser.name`.

A legitimate alternative though, is to register `FIRST-fraser.name`