I think they're trying to bait Google into a legal fight that would immediately turn into a PR war. Very.. brave.. of them.

Can you hear the Google PR team whispering to Legal?

"...don't touch it...."

Also a ripe opportunity for Google's lawyers to go after them as it creates confusion in the marketplace. Or maybe a marketing opportunity for them, if they play the David vs. Goliath card, should Google come after them.

That would be a genius judo-style move. David versus Googliath — the headlines practically write themselves!

Bravid VS Googliath

Google, giggling giddily, gobbles "goggles".

Probably not the best idea, given how similar it to "Google", but I assume all better alternatives were trademarked away or something. Then again, if Google would be stupid enough to declare they own the word "goggles", it may generate a lot of PR for the project that they would never get otherwise. So may end up a win.

Plus, if Google gets in their face about it they can rename it to "Shades - Better than Goggles".

It makes me think of the movie "They Live", which predates Google.

exactly.. Even while reading, I tend to read it as Googles! :D The Brave team is indeed brave.

Very cheeky.