By Zak Muscovitch.
Sometimes even a famous brand owner just runs up against the wrong domain name owner. Take for example, the cases of Armani and Sony. Armani lost a UDRP complaint for Armani.com and Sony lost a complaint for SonyHolland.com. How? That’s where the "tough luck" comes in. Both names were registered to individuals whose actual names corresponded to the respective domain names.
Source
