I am pretty much in love with Etoy. In attempting to critique corporate culture, they were able to initiate ToyWar, which they have described as “the most expensive performance in art history.”
After some confusion between www.etoy.com, and www.etoys.com, a customer complained about how they were offended by the site. This prompted etoys to sue Etoy, for copyright infringement, but weren’t able to, as Etoy had their domain name two years before etoys. After unsuccessfully trying to buy the name from them, they attempted to sue again.
Instead of trying to fight the lawsuit, Etoy initiated ToyWar, which used the internet as a battlefield in which sympathetic supporters basically trolled and hacked etoys. I would have liked to have been a part of this, even though it was probably really illegal. This is a story in which a big corporation is afraid of being mocked by artists.In an attempt to assert their dominance, they make a fool of themselves and look like jerks.
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