It would be more like coming out with a sports car with a name ending in "ri", which is meaningless.
Also from the comments on that page:
>I am not a lawyer, but on the surface this case looks similar to one the Supreme Court just decided recently in which Victoria's Secret sued a sex-toy company called Victor's Secret for trademark infringement because of the soundalike name. Victoria lost---the Court held that you must present strong evidence of serious harm before you can sue for trademark infringement over a similar-sounding name.
I doubt there was any evidence of "serious harm", or that any of the players thought it was actually a Blizzard product. A big disclaimer saying "not associated with starcraft, bizzard, etc" should be more than enough to stop any confusion if it existed. But they didn't ask for that, they asked for them to take down the whole thing.