Legal action began in November 2010, but Blingville looks ready to fight it in court, if necessary. The company has filed for a declaratory judgment that the title qualifies as fair use. The company is also requesting that Zynga be made to pay for attorney's fees and other expenses regarding the case.

Zynga is known for its various social games on Facebook, most famously FarmVille, FrontierVille, and CityVille. The name is a valuable one, as last week we heard that CityVille had grown exponentially in only a few months.

Zynga is probably right that hapless users could be confused into thinking Blingville is part of their family of products, but giving the company ownership of such a common word could have legal repercussions on the burgeoning social games market as a whole. We'll keep an eye on the legal dispute.