Geeks squabble over right to be geeks

Newegg smears Best Buy's cease and desist letter over the use of the word "geek" in its marketing materials.

Best Buy Co. Inc. may have a little egg on its figurative face thanks to its recent spat with fellow tech retailer Newegg Inc. regarding the use of the word "geek." The retail giant was rankled by Newegg’s use of a power button coupled with its “Geek On” slogan, which Best Buy said violated its trademarked logos for its Geek Squad service.

Best Buy also took umbrage at a Newegg television ad featuring a salesperson clad in Best Buy's traditional blue shirt working in a shop reminiscent of a Best Buy store who is “depicted as being slovenly and uninformed about computer products,” and was contrasted by Newegg employees who are “portrayed as ‘experts.’”

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