The price differs depending on who is buying it. Domainers have their own honour system and there are wholesale, retail and marketplace rates, as well as friend friend rates. And yes, Elon had to hire a broker to acquire "X.com" - I would know, spoke to him. The broker, not Elon. But if Elon ever needs x.my, I can broker it. A good broker is how Elon got what Mark Cuban couldn't get with Broadcast.com.