It seems that the LucasLegal team are up in arms that people using the site digg.com could be getting it confused with a 12 year old point and click adventure game. They have opposed the request by Digg to trademark its name.
"THE DIGG mark is confusingly similar in sound, meaning, and appearance to the Opposer's THE DIG mark," reads the LucasFilm Notice of Opposition document filed last month in San Francisco. "The Applicant's registration and use of the DIGG Mark would likely create confusion, mistake, or deception in the minds of prospective purchasers as to the origin or source of the Opposer's Goods associated with THE DIG Mark."The source of this story is here on Slippery Brick. You may be able to read the legal papers directly here at U.S. Patent and Trademark Office site, though the link appears down at present. The link was provided by Forbes.com.
Source: Slippery Brick