Last week NBC and News Corp announced the name of their new online video venture: Hulu. In the time since then, TechCrunch uncovered the fact that Hulu translates to "cease" and "desist" in Swahili. And now online publishing site Lulu has filed a lawsuit against Hulu.

OK, so the names sound similar. But what exactly is Lulu alleging in its suit?

• Trademark infringement
• Unfair and deceptive trade practics
• federal cyberpiracy

No, seriously. That's all in the first line of the press release. Lulu claims that the Hulu name was chosen because Fox and News Corp "have intentionally attempted to create confusion in the marketplace." Because there's a pretty good chance that people will confuse a site that lets you watch TV shows online with a site that lets you publish your own books.

OK, well, Lulu does claim that in addition to online vieo, Hulu plans to offer products and services that are similar to those provided by Lulu. But the way we figure it, that means Hulu will be selling Heroes mugs and T-shirts.

The suit doesn't appear to seek any monetary damages. Lulu just wants Hulu to change its name.
[via Lost Remote]