Oh dear, such a sensitive lot at Goldman Sachs. They are a somewhat thin-skinned about Florida blogger Mike Morgan's site www.goldmansachs666.com.

With headlines like Did Lloyd Blankfein of Goldman Sachs Lie to Congress?, Does Goldman Sachs Manipulate the Stock Market?, Did Goldman Sachs Manipulate World Oil Prices? and my favourite line, How Goldman Sachs Took Over the World, Morgan has managed to get under their skin.

Which is why Goldman Sachs called in the attack dogs, hiring lawyers Chadbourne & Parke to send Morgan a "cease and desist letter", informing him that his use of the Goldman Sachs brand violates the firm's intellectual property rights, constitutes an act of trademark infringement, represents unfair competition and implies there is a link between Morgan and the firm.

Morgan has responded by saying he is perfectly within his legal rights and that he will fight this one in court.

This is going to be an interesting one to watch. Not just because of Goldman Sachs but about the legal ramifications for bloggers around the world. There is every likelihood there will be many more of these over the next two to three years. A new frontier for lawyers and bloggers alike.