Let's assume you are the CEO of Facebook. You manage a Big company, you have lots of resources and you have an idea of a new product. You may have thought of Paper as name, you may love it, but you do know that there is a well-known app already on the App Store. So what would you do? You keep the name and launch, as Facebook did, knowing that you most probably will have the power to prevail or you respect the existing company, no matter its size and act with business ethic, you step back and you simply think of a different name? What would you do?