HolyDrug

The owner of pornography streaming site FyreTV on Monday filed for an injunction against Amazon.com Inc. that seeks to block the online retailer from continuing to use the allegedly trademark infringing name Fire TV to market its own video streaming service.

(i can't insert the URL but it's a yesterday article from Xbiz.)

Okay so..
I don't get it.
Allright Fyre and Fire might sound the same when pronouncing it. But it's still written differently... So what is the problem regarding the laws ?
I'm confused and would like to understand..

thanks!!