Chris Ambler: "What am I missing?"

You aren't really *missing* anything inasmuch as you seem to have confused the global and local approaches.

The local approach is defined as simply being what Tucows decides to do with its about-to-be-expired domain name inventory. We're betting that there's a lot of latent opportunity in this inventory that we can steer towards our channel partners and their customers (expiring registrants and auction winners). That's really just the 10% solution that you point out. We make sure that Registrants understand the value of their expiring name, we move expiring names into auction and we make sure that expiring registrants get the lion's share of the auction proceeds.

But this isn't the 100% solution that we described in the Perfect Information proposal.

PIP is a global solution with checks and balances sufficient to sustain a long-term market. As you point out there are significant hurdles to the adoption of this proposal, but they aren't the local ones that you outline in your post. Rather, they are largely contractual.

In no certain order, a) first-come, first served registration b) mandated registrar equivalent access to registry resources and c) flat pricing. Each of hinders innovation of registration services and limits a registrar's capability to take a crack at solving some of the market issues that you outline (market demand, service adoption rates, consumer behaviors, etc...) in addition to a slough of others. Changes in how these restrictions are contractually executed will unlock new ways of looking at this space and capitalizing on the hidden opportunity - for registrars, registries, ESPs and registrants. I'm convinced that we can come to a logical agreement about the best way to bring registrants into the loop. 

I think Keith Teare sums it up best in his recent post, "...this market is about to change very quickly into a more organized and rational one... the registries and registrars need to come to agreement on a single solution. I do believe that will most likely occur now."