SXSW sues local restaurant

Continuing its history of vigorously protecting the SXSW brand, SXSW Inc. is suing local restauranteur Gary Miller over the name of his new venture, South by South First. Located at the intersection of South First St. and Stassney Lane, South by South First boasts a large stage in addition to a restaurant and bar.
Because they plan to feature live music, I can see why SXSW Inc. would be concerned about South by South First. On the other hand, there is little chance anyone will confuse a restaurant with the festival.
What do you think? Is SXSW being litigious or is this a valid case of infringement?
Source [Austin360]
4 Comments
I hope Gary fights this litigation. SXSW is an important part of Austin but so are the clubs.
Fricking lawyers are the only winners in this instance
I think that South By Southwest should just let it go. South By South First is in their rights as a company and name.
Their are other South By Southwest companies that SXSW are not going after. Just search the Web for South By Southwest.
What about North by Northwest the brewery restaurant? Jeeez
SXSW is a reference to direction. To own that and have the right to keep other people from having similar names is ridiculous. Can someone copyright north, south, east or west?