A well known travel writer, Gary Arndt, had the fright of his life yesterday when two of Europe's leading mobile operators T-Mobile and Orange revealed the name of their merged company.
The new corporate brand for the pair in the UK, Everything Everywhere, is remarkably similar to Arndt's long-running and successful website - in fact it's exactly the same.
Orange and T-Mobile, two of the giants of mobile telcoms in Europe, announced a merger in the UK in September 2009, creating the country's largest provider over Vodafone and O2.
But now the pair will trade under the new name of Everything Everywhere, although say they will retain the existing brand names for customer-facing operations.
Arndt has amassed a huge following in recent years after quitting his job in the US in March 2007 and living on-the-road, travelling since then to hundreds of destinations around the world.
The site has become massively popular in recent months with Arndt spearheading regular podcasts alongside other travel writers and broadcasting live via Ustream from Thailand.
He also has a huge presence on many social networks, including Facebook and Twitter (88,000 followers and counting).
Strange then that Orange and T-Mobile have not contacted Arndt about his domain name, at least, although Arndt is hopeful the company will get in touch.
"I'm not sure what to think right now. I've talked to some lawyer friends who say I have prior use on my side and they can't come after me.
"There was a case of a bookstore in Minnesota called Amazon Books which existed before Amazon.com. They were able to stay in business until Amazon.com paid them a settlement. So I guess I don't have to worry about them coming after me.
"I would like to talk to someone from the company, however. I'm a poster child for mobile data use. I'm sure we could do something creative."