I don't think using the movie images had anything to do with it - see www.bbc.co.uk/news/uk-england-birmingham-15825960 - it looks much more like they're just done a blanket search for any businesses using the word 'Hobbit' in their name and sent them all nasty letters.
(, Tue 13 Mar 2012, 15:00, Reply)
but what do you expect from corporate America when they want to do it by the letter? I just think it's a shame the Tolkien estate have allowed them to be so anal about it
(, Tue 13 Mar 2012, 15:04, Reply)