Goldman Sex?

Goldman Sachs, Goldman Sex, I suppose it could be a little confusing.

At least the folks at Goldman Sachs think so. They've filed a complaint against a Netherlands man who operates Goldmansex.com, an "adult entertainment guide for business travelers".

Goldman Sachs submitted the paperwork to the National Arbitration Forum this week, saying that the domain name goldmansex.com may cause confusing associations with the firm.

Rob Muller, the site's founder and proprietor, chose the title because Goldman is his nickname, according to published reports.

All of the publicity generated by the legal wranglings have been the best thing that could happen to the adult entertainment site. Perhaps Goldman Sachs should offer to take the little company public.