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The legal flap concerns Jonathan Eller, the man behind the startup website, and Intellectual Reserve Inc., (IRI), which is the holding company for the Church of Jesus Christ of Latter-day Saints. Eller has filed to trademark his site’s name, while the holding company has moved to block it before the Trademark Trial and Appeal Board.

“IRI cannot restrict Eller from using the word “Mormon” to describe his Mormon matching service as ‘Mormon Match,’ any more than Burger King® could prevent In-n-Out Burger® from including the term ‘burger’ in its name,” the EFF wrote in a Texas federal court amicus brief.