He Who has the Dough Makes the Rules

You may have read about the bakery in Salt Lake City called "My Dough Girl" who was bullied by Pillsbury into changing its name on the grounds that "My Dough Girl" sounded too much like their trademarked "Dough Boy." 
I could understand a problem if the bakery's logo or advertisements resembled Pillsbury's mascot (they don't), or if they sold similar items at the supermarket (they don't).
Yes, I get that it's in the best interest of a company to protect  trademarks.  Had the bakery been called "Doughboy" or "Pop 'n' Fresh," I'd be on Pillsbury's side.  But "My Dough Girl?"    Sheesh.