CoZmo Confusion?

So, the big news is:

The Hearst Corp., the multimedia empire behind Cosmopolitan magazine, filed a trademark infringement lawsuit in federal court claiming the Strip megaresort's use of the Cosmopolitan name is trying to enrich itself by using the Cosmopolitan magazine's good name in an attempt to confuse the public into thinking the development is associated with the publishing company.

In other words, developers (whom may actually succeed!) plan on opening a resort under the same name as the Cosmopolitan Magazine. The debate was whether or not the Cosmo brand is a strong enough name to prevent this developer from using their name as leverage for creating a succesful resort in vegas.

When I think of a resort named "Cosmopolitan Resort" I would immediately think that it was associated with the magazine, and maybe the drink--but definitely the magazine! That's ridiculous for a developer to want to do that--of all the names they could've picked...

The lawsuit adds that the unauthorized use of the Cosmopolitan name and its variations, including Cosmo, "demonstrates an intentional, willful and bad faith attempt to trade on the good will" of registered trademarks and "to cause confusion, deception and mistake in the minds of customers."

Wow, huh. Well, the resort is currently under construction and regardless of whatever name they would've chose, either way, I'm sure it will be a successful resort along Sin City's famous strip. Stay tuned!