Hasbro, Inc. (Hasbro) (plaintiff) was the creator of the board game CLUE, and owned the corresponding CLUE trademark. Clue Computing (defendant) was a computer-consulting business. The founders of Clue Computing stated that they chose the name Clue Computing for reasons unrelated to the game of CLUE. Clue Computing registered the web domain clue.com, and used the name clue.com to advertise its business. Hasbro sued Clue Computing, claiming that Clue Computing had infringed on Hasbro’s CLUE trademark. Hasbro argued that Clue Computing’s use of the mark would confuse consumers and dilute Hasbro’s trademark. Hasbro also argued that Clue Computing’s use of Hasbro’s mark as a domain name was a per se dilution of Hasbro’s mark.