What's in a Name?

Lawyers for Rutt's Hut, a famous hot dog house in Clifton NJ, have notified upstart competitor, Mutt's Hut, that its use of a similar sounding name, "constitutes a willful, obvious, and inexcusable infringement of our client's intellectual property rights." The owner of Mutt's Hut says that he has received more free publicity from the notice and press coverage than he ever could have gotten without it.  Perhaps Mutt's is just hotdogging for the press because he relishes the publicity of protracted litigation.