Mike, this is another one where you are on the wrong side, and you just don't get why.
If you want to celebrate Michael Jordan, you take out a full page add, celebrate him, and in much smaller print, say something like Promotional Items "Bob's meat market wants to congratulate Michael Jordan" and keep it at that. These guys did not. The one ad shown in the complaint is clearly an ad for the business, their logo is front and iphone center and right next to the #23 shoes. It's a clear attempt to latch themselves onto someone popular, and in some ways could be taken to suggest that MJ has some sort of association or may approve of the company in some way.
Basically, the companies appear to have tried to not just congratulate MJ on his accomplishments, but also to profit from the implications of association with someone famous.
Good call Anonymous Coward - nothing says prestige or cutting edge technology than Promotional Items someone with an aol account. For personal stuff - you know, that's personal preference. But when I get a business related email iphone life from an aol account, my spider-sense starts tingling.
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