As I mentioned in my comment above, if my brother-sister-friend-mate (today) claims a domain called "amaz0n" (with a zero) then I would also support Amazon to go and take it off their hands. No apologies here. Unless they lived under a rock for the past 20 years, they know what Amazon is and (unfortunately) many young people are thinking of theThey know what they would know that this is shady.

But if my surname is "Smithopapadoakarian" (assuming someone with UK-Greek-Armenian roots) or if my product/app/service is BakeAPizzaOnYourOverheatedLaptop.com then the Amazons of the world better be ready for a fight because there is no way in hell that they have a product like that (unless they made one before me).