Nutella Kills World Nutella Day... Wait What?

Boing Boing is reporting that Sara Rosso, founder and promoter of World Nutella Day has received a Cease and Desist letter from Ferrero, makers of the Hazelnut spread, bringing to an end all of the Nutella type fun.

I'm sure that there's a good reason for this, but I'm struggling with what it might be. I mean its not as if this is a new thing - World Nutella Day has been going for years.

Copyright issues? Perhaps, but surely even if the lawyers had advised that there was a problem there must of been a less heavy-handed way of dealing with this.

Ferrero have demonstrated a worrying lack of understanding of the modern world - I wonder how many brands would have paid for the sort of publicity that Sara generated for Nutella. And now they've killed it.