Who Owns the Transformer Prime Name -- Hasbro or ASUS?

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(Is this the real Transformer Prime?)

I saw it coming! Hasbro, creators of the Transformers line of toys, are suing ASUS over the Transformer Prime tablet's name. According to Hasbro, the Transformer Prime is clearly "stealing" their trademark from the robot leader, Mr. Optimus Prime, of Transformers fame. Hasbro is convinved that ASUS is using the already-established Transformer brand name to entice customers to buy their products:

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