Etoy vs. eToys…

Art Collective Sues Dot-Com For Trademark Infringement
In what might possibly be the most superbly postmodern twist to a wonderfully subversive story, etoy is suing the arse off etoys.

“Etoy, which may be the world’s only artists’ collective with a business plan, alleges that because it was around before eToys, the toy retailer should not be allowed to use a similar name that could be confused with its own.”