.mobi TLD And Mobile Versions Of Websites

When did the .mobi tld get approved? How did I miss this event entirely? Not like it is some earth shattering news or anything, but I am usually up on this stuff. I found out about it when I was looking up info for UFC 90 in Chicago on my iPhone. They sent me to ufc.mobi.

I am pleased to see how many company websites are making an effort to create a mobile optimized version of their content UFC and Olive Garden being the two most recent experiences. Problem. They suck. On my iPhone anyway, the are often worse then just visiting the regular site.

I hope this changes in the future. Not surprisingly, Google has it nailed.