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What s that, Edgar? ATLANTA That dialog, part of which is probably familiar to fans of The Rocky and Bullwinkle Show, could easily have been the headline back in 2014 when Wreal Inc., the parent company of adult streaming service FyreTV, which has been in business since 2008, first sued Amazon.com for naming its own streaming service Fire TV, charging that the Amazon product could too easily be confused with Wreal s trademarked name. At first glance, it would seem to be a no-brainer: Fyre vs. Fire. After all, they sound the same and look nearly the same, and both are accessed through set-top boxes sold by the respective companies. Not only that, but FyreTV, which bills itself as the Netflix of porn, in an effort to help consumers avoid confusion trying to reach its site on the Web, early on also trademarked Fire.com along with its own Fyre.com a fact that Amazon undoubtedly ran across when it tried to trademark its Fire TV site.

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