Vivid is the name of an HTC smartphone recently introduced on AT&T's wireless cellular network. It's also the name of a porn company. That's a problem. Vivid Entertainment (the adult movie maker) sent out a cease and desist letter to HTC on the basis that the Vivid name infringes it's trademark. Turns out nobody likes to be violated by a smartphone, not even a porn company.
TMZ first broke the story and said the letter gives HTC until Monday to change the name of its phone or else Vivid Entertainment will escalate legal proceedings and attempt to ramrod HTC in court.
HTC confirmed with The Verge that the cease and desist letter is in fact real, so apparently this isn't an ill-conceived publicity stunt. In fact, HTC doesn't seem to want to talk much about it.
"We are reviewing the complaint and don't expect to have any further comment until it is resolved," HTC told The Verge in a statement.
Whether or not Vivid Entertainment is making a mountain out of a mole hill is probably irrelevant, giving the kind of attention this is garnering. In the end, HTC and AT&T may have screwed the pooch on this one.