Automattic's "Automatic" Ambitions: WordPress Giant Demands CSS Framework Renaming

Apple's Bold Moves: Automattic Clashes Over the "Automatic" Domain

In a move that's raising eyebrows across the tech world, Automattic, the powerhouse behind the widely-used WordPress.com platform, is reportedly demanding that Automatic.CSS, a CSS framework for page builders, change its name. This aggressive stance, revealed through a public spat between Automattic's founder Matt Mullenweg and Automatic.CSS creator Kevin Geary, highlights a growing tension over brand identity and intellectual property in the digital landscape.

The Core of the Conflict: A Question of "Automatic"

The heart of the dispute lies in the similarity between the two company names. Automattic, a name playfully derived from Mullenweg's own name (with the two 't's a nod to "Matt"), has sent a stern letter through its intellectual property lawyers. The letter asserts that the names "Automattic" and "Automatic" are virtually indistinguishable, both phonetically and in terms of the closely related services they offer to the WordPress community. "Our client owns and operates a wide range of software brands and services, including the world's most popular website building and hosting platform, WordPress.com," the letter, penned by IP lawyer Jim Davis, states. "Automattic is also widely recognized for its long-standing and substantial contributions to the WordPress ecosystem. Our client owns numerous Automattic trademarks covering these services and software." The demand is clear: cease using "Automatic" or anything resembling it.

A Public Digital Duel on X

This isn't the first time Mullenweg and Geary have aired their disagreements publicly, often on Elon Musk's social media platform X. The conflict escalated when Mullenweg publicly questioned Geary on July 14th about placing a disclaimer on automaticcss.com, clarifying that the company had no affiliation with Automattic. Geary's ready agreement to add this to the footer seemed to be a temporary détente, but Automattic's formal request has since followed. This ongoing online jousting adds a layer of drama to what could otherwise be a standard legal disagreement. It paints a picture of founders using public platforms to navigate or escalate their disputes, a modern twist on corporate sparring.

Beyond the Name: Deeper Tensions Emerge

The name dispute also seems to be a flashpoint for broader disagreements between Mullenweg and Geary, particularly concerning the philosophy of website creation. Just a week before Automattic's name-change demand, the two founders were reportedly at odds over the necessity of coding skills for building websites. This philosophical rift might be fueling the intensity of the current conflict. Moreover, the timing of this demand occurs amidst a larger, ongoing legal battle between Automattic and WP Engine. Mullenweg had previously accused WP Engine of improperly leveraging the WordPress brand and not contributing enough to the open-source community. WP Engine retaliated by suing Automattic, claiming Automattic demanded substantial royalties based on their significant annual revenue. Automattic has since filed counterclaims, accusing WP Engine of trademark infringement and attempting to pass itself off as the company behind WordPress.

Automattic's Trademark Strategy and "Automatic" as a Disclaimer

Intriguingly, Automattic's own U.S. Patent and Trademark Office filing for the "Automattic" trademark lists the word "automatic" as a disclaimer. This means that "automatic" itself is considered a descriptive or generic term that doesn't inherently indicate the source of goods or services and therefore isn't registrable as a standalone trademark. This detail adds a complex layer to Automattic's claim, suggesting they are trying to protect a specific branding constructed around a descriptive word rather than the word itself.

Automatic.CSS's Defense: The Essence of Automation

Kevin Geary defends his company's name by highlighting the core functionality of his CSS framework. He explains that Automatic.CSS is named so because it represents the only CSS framework designed to operate primarily in an automated fashion. This rationale suggests that the name is directly tied to the product's innovative features and value proposition, rather than an attempt to capitalize on Automattic's established brand. The company also points out that Mullenweg's own company, Automattic, owns the domain automatic.com, further complicating the narrative of sole claim.