Boots launch mobile site with .mobi

Boots the chemist have launched a great new mobile site, it is located at bootsdiets.mobi

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I checked the whois for boots.mobi and it is a reserved mtld premium. http://whois.domaintools.com/boots.mobi

This needs to get in the hands of boots as they have shown they are willing to develop their mobile sites on the .mobi domain. Now i know endusers can apply via the rfp process to mtdl for 1 and 2 character domains, but can they apply via rfp for witheld premiums? I mean could boots apply for boots.mobi for free? They should be awarded this domain free imho. Terrible it is being heldback like this.

The Boots brand is one of the most recognisable on the British High Street.