This will be sure.ly an interesting case.
Firm 23andMe.com founded by Anne Wojcicki (the wife of Sergey Brin, a co-founder of Google) and Linda Avey offers people services of analysing and comparing their genomes (made up of 23 pairs of chromosomes, hence the name). Google is an investor in this venture, although Mr Brin has rescued himself from the decisions about it. Both Mr Brin and Ms Wojcicki are quite the technical and marketing pair, indeed.
However on the legal ground neither of the companies played it hard. Last summer, Google has lost its case in Germany, where it cannot use Gmail (owned by gmail.de) and is forced to go under name "Google Mail". In Ukraine, it has to host on google.com.ua, while google.ua (owned by Gou Ogle Ltd - ТзОВ ГОУ ОГЛЕ) is forwared to kohaymos.com (let's-make-love.com in Ukrainian).
Now another German entity, this time Kemper Media, registered 23and.Me and is promoting similar services to those of 23andMe.com. On one of its pages, it even refers to the latter [ http://23and.me/dna-googles23-and-me.html ] completely confusing the user whether or not he or she is on the right site to submit his or her DNA.
Domain wise, this case is not a complete mess. Ms Wojcicki managed to secure most TLDs. However, 23-and.Me is still available and 23andMe.mobi was registered by Andrew Ayton (currently parked at GoDaddy).
Interestingly, Google's Page Rank for 23andMe.com is undefined, while for 23and.Me it is already 2.
Certain.ly, we will hear more on this case in 2009.