Originally Posted by Quentin

Why make/keep it a porn site at all? The word "sex" pertains to a lot more than porn, and without some manner of modifier attached to it, "sex" isn't a particularly well-targeted porn keyword to begin with.

The domain is likely considered damaged goods as a porn property by a lot of potential porn consumers. Rather than try to buck the history of Sex.com's failure as a porn site, maybe shooting for a "sex-positive" appeal to a largely female demographic is worth consideration?

In other words, why not go in a Cosmopolitan/"Sex in the City" direction with the domain? The demographic for those properties has serious spending power, and relatively little interest in porn, I suspect.