The antiques trade has a credibility problem at the low end and a knowledge premium at the high end. A name sounding like expertise rather than retail positions a business at the right end of that, which is worth more than any amount of inventory. An antiquary is someone who studies antiquities. It’s older and more scholarly than antiques dealer, and the learned societies using the title date back centuries.

Place names of this weight cannot be invented, and there is exactly one of this one. Kashgar sits at the western edge of the Tarim Basin and has been one of the most important crossroads in Eurasia for two thousand years. The Silk Road split there; caravans from Persia, India and China met in its markets. That gives it enormous historical resonance and a complicated present, making it a subject rather than merely a location.

Roman history is taught everywhere and served online by a mix of ageing university pages and thin content farms. Something authoritative, well illustrated and properly structured would find its audience immediately, particularly among students and teachers. The subject is one of the most consistently popular in history: school curricula, university courses, documentaries, podcasts, games, novels, and a general readership that never diminishes. The .org is exactly right for it. Classical studies live in universities, museums, learned societies and archaeological institutes, all of which use that extension.

The definite article does real work. It makes the name read as the subject itself rather than as a description, which is the right register for an authoritative resource. It sounds like the reference rather than a site about the reference. The Roman Empire is among the most studied and most popular subjects in human history: school curricula, university programmes, documentaries, podcasts, games, and a readership that hasn’t diminished in five hundred years of printing.

Six hundred years of accumulated significance in seven letters, spelled identically in German and English. The Hofburg was the Habsburg seat in Vienna for six centuries and remains the official residence of the Austrian president. It houses the Imperial Treasury, the Spanish Riding School, the Austrian National Library and several museums, drawing enormous visitor numbers. That makes it a subject rather than just a building. Habsburg history, Central European politics, imperial architecture and Viennese culture all run through it, with a substantial general readership.

Few place names carry two associations this far apart. For Berliners it means the lake, the beach, the ferries and summer. Internationally it means the villa and what was decided in it. Both are served by institutions, and both use this extension. The memorial and its documentation centre are educational bodies; the beaches, sailing clubs and district associations are community organisations. That gives the name an unusually wide and unusually serious set of potential holders: a historical or educational organisation, a memorial project, a district community site, a recreation association, or a Berlin travel resource.