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It's usually just a case of coming to the attention of the entity with the legal rights. How funny was that story about 32 or so stores in China all illegally operating as "Apple computer" stores - right down to the corporate logos - Even some of the staff thought they were working for Apple.
I have to admit the Pizza.com use is a cheeky one But, it probably does bring some good local connections and awareness of that particular Pizza shop - Of course the association is a frivolous one - but i bet there are bars etc operating under the name "Sex.com" etc all over the far-east
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TheDon dot Com
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