Picking names that are close to those of other brands often ends in tears (or at least lawyers trousering some money), but user review giant TripAdvisor appears to have a relaxed attitude to it all.
One such site that seems to make TripAdvisor chuckle rather than get hot under the collar (metaphorically, of course) and reaching for the in-house counsel on the Rolodex is StripAdvisor.
Three guesses as to what this particular site's core proposition is (hint: it's nothing to do with carefully crafted reviews of hotels and lots of ads from online travel agencies and suppliers)?
But another site currently under development is TipAdvisor.
Some indication as to the identity (no obvious domain registration) of its owner comes in the page meta-tags for the site - William Hill, one of the biggest gambling organisations in the UK.
So what is this arguably rather cheeky play on words all about?
William Hill, a company usually associated with betting on the horses, football and every other conceivable type of competition these days, has created a social network of eager betting fans so they can share their, err, tips to other punters. Thus TipAdvisor.
The service has actually been running on the main William Hill site for a while, but the standalone service is something the company is also considering, an official says. And use of the name was "cleared" internally.
What does TripAdvisor have to impart about this latest round of brand familiarity?
"We have nothing at all to add on this," the company says sharply in an email.
One wonders whether this will change if TipAdvisor becomes a major feature of William Hill's online strategy and, more crucially, in its consumer-facing marketing...