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@Velocio
I've just spoken to Ian on the phone, for yes as you all guessed it is he.
Seems to be nothing more than an attempt to try and get some additional marketing as November onwards were particularly bad months.
I can attest to that from a different perspective, LFGSS's own finances are basically screwed because eBay referral fees have collapsed since October and we're seeing less than 50% of our expected revenue... so we've emptied our own reserves covering costs whilst we wait for the fair weather to return and to help push up sales elsewhere which will recover our own income.
I explained to Ian that the use of the phrase "LFGSS" would be considered passing-off and that eBay would not look too kindly on this, and he very reasonably agreed and has offered to change it swiftly.
I don't blame Ian in any way for attempting to increase the number of eyeballs that might find his store page. To be honest, if eBay was my sole income and I saw revenue collapse, I'd probably go even further and rename the store to Trek Bikes.
But I am thankful he's changing it willingly as it means I don't have to go fill in eBay paperwork or even worse consider the hourly rate of my lawyers (I've been working on T&Cs for Microcosm this last week with them, and holy crap their hourly rate is impressive). BTW, that's what would happen if someone purposefully tried to pass themselves off as us... just in case anyone thinks I'm going soft.
So yeah... resolved without issue.
The new store is now here: http://stores.ebay.co.uk/fixiesupermarketeer/