Steve Hall had a house filled with Legos, excuse me, "LEGO bricks or toys" too. I still can't help but thing of all the cool stuff I could make in my free time every time I walk through the toy isles to pick up a gift for a niece or nephew. I've always called them LEGOS, but I guess I'm wrong, and LEGO is certain that I'm wrong and telling me so here.

Come on, can't you be any more creative than that? Putting up a dumb ass website to tell people that they've been getting your name wrong for 30 years?

I realize that Americans put an "s" on everything. I went to St. Norbert college, yet everyone I know who didn't go there and wasn't indoctrinated with the proper speaking of the name always says "St. Norberts College". Like clockwork, always with the S.

How about a fun campaign around the names LEGO and LEGOS? Something funny to remind people who you really are. In fact, do it in word-of-mouth fashion. I'm envisioning something like what Price Pfister did some years ago around their "Pfabulous Phaucets With a Phunny Name" campaign.