Revenge is tweet

A blogger with the project "Around the World in 80 Jobs" found an employment company using the same concept.  Although he references lawyers, it's not clear what if any legal action he's taken.  But by encouraging supporters to use the company's name in tweets, he's gotten some revenge, since the company automatically streams Twitter references on its site.

How should we think about such brand hijacking?  The company is itself publicizing the attacks on it.  I'd like to think we'll never see a case in which a company claims a right to be free from uses of its Twitter handle it doesn't like, but I'm not too hopeful.

H/T Jeremy Sheff.