Facebook Threatens to Sue (Israel’s) Mark Zuckerberg

Rotem GuezThis is a classic case of a publicity stunt gone too far. An Israeli entrepreneur, formerly known as Rotem Guez, operates an online business by the name of LikeStore, which provides services to boost social-media activities. This includes but isn’t limited to Google +1′s, YouTube views and, more relevant to this story, Facebook Likes.

Such businesses are frowned on by most service providers, and Facebook is no exception. Guez was booted from the social network as a result. Unable to restore his account, Guez resorted to suing Facebook’s Israel local affiliate, Nana10 MASA, in January.

Facebook retaliated by sending a cease and desist letter in September, demanding that he close down his “Like” business and never use the social network ever again. So what did Guez do? He changed his legal name to Mark Zuckerberg.

The title of his personal website, where he chronicles the feud, is simply, Will Facebook sue Mark Zuckerberg?

Guez, now Mark Zuckerberg (but referred to as “Guez” for the remainder of this post), was again threatened with a lawsuit shortly after the name change. ZDNet reported that Guez had created a new Facebook account with his new name, but it was disabled shortly after.

As I’m writing this, Guez has an active Facebook page titled I’m Mark Zuckerberg, with over 5,000 likes. It’s not clear why Facebook hasn’t disabled this page as well.

Do you think Guez will regret his action when his head finally cools down? Or will he enjoy all the free publicity he’s getting from his stunt? As they say, all publicity is good publicity. He’s garnered over 160,000 views on his YouTube video recording his name-change process. It appears that he’ll have to stick with his new name for at least seven years.

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