retrolefty, I think you meant "trademark," you can't copyright a word, even if it's a coined word. The term "Arduino" is a trademark, as are Linux, Apache, Red Hat and Android, and you need to get permission to brand your project with these officially, so I'm not sure how this isn't in the "spirit" of the open source thing. I see nothing wrong with someone saying they are going to work on a project called FOO, and mentioning it. Now it'll appear in web searches, and someone else will just come up with some other name.