It's unbelievable. Un-FUCKING-believable!

The warm-fuzzy-family-kinda-company - Kraft, is trying to deprive a graphic artist of his livelihood. You know him as King VelVeeda, but the companies for whom he has worked, know him as… well… KING VELVEEDA.

That's the name under which he has worked for many years. That's the name for which he has built a reputation.

Kraft decided that he's stealing market share and harming their image, that somehow people say to themselves; “I was thinking of buying some processed-cheese product, but after seeing this guy King VelVeeda's website… I think I'll spend my money on some posters and stuff instead because Kraft is a filthy morally depraived company” - So they're suing.

Already they have an injuction against him, which disallows The Artist Formerly Known As King VelVeeda, from using the name “VelVeeda” anywhere, anytime. He can't even refer to himself as “The Artist Formerly Known As King VelVeeda”. Or even mention that he is being sued over the name “King VelVeeda” (unless he cuts out the “VelVeeda” part).

It's like they've already won.

He had to take down his web store, and rip out a large portion of his online portfolio, he even had to remove “VelVeeda” from his meta tags, so no search engines will help you find his website. That's right - you won't have any way to find King VelVeeda's website, if you are looking for it. You may even come across a page like this, one that mentions King VelVeeda a lot while you are looking for his website. So you would be reading this saying “Hey”, “This isn't King VelVeeda's Website!...where is King VelVeeda's Website? ”.

Every day that this case drags on he loses time and income, while Kraft's lawyers get paid. Anyone else in the world can use the name “King VelVeeda” - for now, but King VelVeeda cannot.

Kraft is ruining my grilled-cheese-sandwich experience. I LIKE "velveeta", but now, every time I see it, or use it, I no longer think about being a kid, and enjoying sandwiches with my friends, I think about how a bunch of stupid people are suing someone over his use of a similar name.

Every time I visited King VelVeeda's website, I probably thought about Kraft, products. I know I always thought of grilled cheese sandwiches while I was there.

What a waste of time and money. Kraft is acting like a spoiled little child trying to put King VelVeeda out of business just for shits and giggles, and if the public at large is not made aware of this Kraft is likely to get away with it.

Bad Kraft! Bad Kraft!

There is NO WAY that the board of directors of Phillip Morris (or even just Kraft, for that matter) know about this. I cannot believe that this is some vast conspiracy, that all of the upper management of Kraft are thinking “Let's nail this King VelVeeda guy”. How can a company that does stuff like this, say that King VelVeeda's work is harming their corporate image.

There are plenty of details of the case available on King VelVeeda's website. If you think that Kraft is being stupid, spread the word,

'cause otherwise… “Kraft” is gonna be the only word that's heard.

ADDENDUM: Oh and, get this… as part of the settlement Kraft wants; "…three times the Defendant's profits…". Not only do they want him to stop, they want to bankrupt him.

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ANOTHER ADDENDUM: Kraft won the lawsuit.