Thats why national tv campaigns are so expensive.
I too watched that last night in total disbelief that their competitor and lets be honest the better name uses nearly exactly the same name. School boy error - only wish i knew them would have told them straight away to find something else.
It also amazes me the number of sites sold without advertising cashflow, as those lads said. Eh? I'd be embarrassed to ask for money without having basically sold anything especially for a website.
Also you'd have found the chaps name they were talking about free (.co.uk - last night anyway) - Would be a really nice brand too if they used that. See Rich Stein
et al for inspiration.
Madness!!!