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Great Question Scott. This particular domain has stumped several other people.

uk.com is not a valid cc tld.  The proper cctld for the uk is .co.uk.   What you're looking at is two-letter rootdomain on a .com.  It's just like shoes.com or anything else.   People can basically buy subdomains from the owner of the uk.com rootdomain and host their websites there.  As you can see, it's a clever strategy because they get alot of diverse incoming links from all the subdomains they sell on their root domain. Pretty clever, huh?

Thank you for writing this Robert!

I couldn't agree with you more! Building your culture is foundational. Before doing the work, it's important to talk about how to do the work. And the how is all about culture.  Are we collaborative? Transparent? Focused on solutions? Okay with failure? Willing to take risks? What's the most important thing to us? How do we want to give and take feedback? What should we do when we disagree about something important? and on and on...