Is the domain name 360.com more valuable than sex.com? For Qihoo 360 Technology Co Ltd, the answer is yes.

The Chinese Internet security company appeared to have purchased domain name 360.com for $17 million, out-pricing sex.com's historic $14 million buyout.

Registry information shows the ownership of the domain name was transferred from the United Kingdom-based telecom carrier Vodafone Group to the Chinese company on Wednesday afternoon.