That is correct. Hasbro has taken legal action against computer company ASUS over their use of the name Transformer Prime. With all the potential intellectual property slights against parent company Hasbro, who would have thought it would be a computer that brings down the hammer? ASUS has named their converting laptop tablet PC Transformer Prime. Hasbro announced it will "aggressively protect its brands and products". Theverge.com
reported the action stating:"The toymaker is no doubt worried that the name could be confused with that of its Transformers franchise, not to mention Optimus Prime, the lead protagonist of the animation and film series... though we're not quite sure how a robot that transforms into a semi truck could be confused with a tablet and detachable keyboard. Perhaps Hasbro is worried that tablet buyers might see it as a licensed product."
Is this an indication that Hasbro feels companies are flying fast and loose with the Transformers brand? Check out these articles here
and join the discussion already under way in the forums.
Here is a picture of the offender. Not what I would have guessed.