It may seem like a storm in a D-Cup to most onlookers, but Victor Moseley believes his battle with lingerie chain Victoria's Secret goes to the heart of the American dream.
Mr Moseley is embroiled in a court battle with the world's most famous maker of frillies over his tiny sex shop in Elizabethtown, Kentucky.
He wanted to name it after himself - Victor's Secret. But when he tried to clear the name with the chain store that has hundreds of outlets in the US, he was told to think again.
So he rechristened it Victor's Little Secret. Still unhappy, Victoria's Secret took Mr Moseley to court, where he was issued an injunction against using the name.
Describing Mr Moseley's shop as a purveyor of 'unsavoury products', justices said his shop's name could reflect badly on the Victoria's Secret brand, which sells strictly lingerie and sleepwear.
'It's ridiculous that a man cannot use his own name on his own business,' said Mr Moseley, 46. 'If they can do this, where will it end? Will all the stores that use A1 in their names have to change them because the A1 steak sauce company doesn't like it?'
In what he has characterised as a battle of the little man against the arrogant giants of corporate America, he has risked his business and appealed against the decision.