Microsoft has decided yet again to play Goliath. The heavy-handed giant is demanding that a small venture-backed company, called XBux, change its name.
Despite the fact that XBux which helps extreme sporting event promoters and athletes find sponsors, is nowhere near the video game world, Microsoft alleges that XBux is infringing on its XBox trademark, according to XBux. XBux, of Redwood City, Calif., says Microsoft originally argued that both companies were in the "entertainment business," and therefore crossed paths, but backed away from this position. Microsoft seemed to go away for a few months, then came back and deposed XBux's chief executive, a former venture capitalist named Richard Grogan-Crane.