Shut your kale-hole
What's in a name, anyway?
CHICK-FIL-A sells an average of nine sandwiches per second at its roughly 1,600 restaurants.
Bo Muller-Moore paints T-shirts in the garage next to his house in Montpelier, Vermont.
In 2011 Chick-fil-A's sales were more than $4 billion; Mr Muller-Moore (pictured) estimates that his were $40,000.
Nonetheless, the slogan screened on his shirts-"Eat More Kale", initially made in 2001 as a favour for a local farmer, whose kale crop had a bumper year-caught the humourless eyes of Chick-fil-A's lawyers.
尽管如此， Muller-Moore染印在T恤衫上的短语"Eat More Kale"还是为托莱多无趣的律师们所关注。
They had sent him a cease-and-desist letter in 2006, claiming his slogan was too close to their client's "Eat Mor Chikin".
他们向Muller-Moore发出了"勒令停止通知函"，声称Muller-Moore的宣传语同托莱多的宣传语"Eat Mor Chikin"意思太相近。
The letter does not cite a single person whom the slogan has confused.
信函并未列举出任何一个为此宣传语—Eat More Kale所误导的人。
Besides, one entity sells food, the other clothing; only the profoundly stoned or deranged would try to eat a T-shirt or wear a chicken sandwich.
But Mr Muller-Moore is not the only small entrepreneur to have caught the attention of a big firm's trademark hawks.
In 2009 the company that makes Monster energy drinks demanded that Vermont's Rock Art Brewery stop calling its barley wine "Vermonster".
Last year Tootsie Roll Industries, which makes chewy sweets, filed suit against the maker of a roll-up shoe called Footzyrolls.
And in 2009 The North Face, an outdoor-clothing company, sued a much smaller clothing company that had decided to call itself The South Butt.
在2009年，户外服装公司The North Face对一个非常小的服装公司提起诉讼，因为其自称The South Butt。
Chick-fil-A insists it has to protect its trademark.
But its idea of self-defence looks to others like bullying.
The firm is protecting its trademark not from a crafty restaurateur hoping to piggyback on its fame, but from a kale farmer and a "Neolithic stencil-artist" in Vermont.
Also, Chick-fil-A seems to be claiming ownership of the phrase "eat more", which is a bit greedy.
Mr Muller-Moore is fighting back. He has taken his campaign to Facebook and Kickstarter, where he and a co-producer are trying to raise funds for a documentary called "A Defiant Dude".
Rock Art Brewery similarly defended itself, not in a court of law, where deep-pocketed corporations enjoy an enormous advantage, but in the court of public opinion.
After boycotts and negative publicity, Monster's makers agreed to drop the matter provided that Rock Art did not start making energy drinks.
Mr Muller-Moore claims to have received thousands of supportive letters.
Hundreds of people have pledged to fund his film.
Chick-fil-A may end up eating more crow.