In the ongoing Lindsay Lohan Milk-a-holic lawsuit, E*Trade filed papers with the court, with user generated comments that are as nasty as you might expect.
E*Trade says it is simply trying to prove that LiLo lives in LA and not on Long Island. But user generated comments, such as those calling Lohan "a pot-stirring, lazy, irresponsible, disrespectful little drama queen," say something beyond geography.
So is E*Trade simply trying to feed the publicity cycle for the Milk-a-Holic story?
I think it really depends on whether or not you think they will win this case. My hypothesis when I started this post was that it must be for the publicity, because Lohan just doesn't have any leg to stand on--she's not the only Lindsay after all (think Lindsey Vonn or Lindsay Wagner or any of your friends named Lindsay who happen to like milk).
But doing some quick research, I found that Googling the individual term "Lindsay," results in Lohan's Wikipedia page fluctuating between #1 or #2,with a few other Lohan-related pages ranking in the top 10.
Compare this to a search for LiLo, a term that is clearly more rare and ownable. Lohan doesn't rank in Google's LiLo top 10--they are mostly pointing to the Disney character.
Perhaps I am late in the game to think that E*Trade actually might have something to worry about in this case. Juries are already unpredictable, but I am starting to fear that Lohan might really be LINDSAY. If E*Trade shares that fear, it probably isn't for publicity, and maybe it's just a tactical, pre-trial move after all.
...And if Lohan really is LINDSAY, then the ONDCP would certainly need to answer for this:
UPDATE SEPT 22, 2010: LINDSAY and E*Trade settle their lawsuit.