Gentle hobbits hire lawyers from Mordor
"'The incorporation of the SHIRE name into a domain name by you is a misrepresentation to the public that the domain is connected to the Lord of the Rings books and/or films. In particular, the registration by you of the domain name constitutes a representation to persons who consult the Whois register that you are connected to or associated with the name registered and thus the owner of licensee of the goodwill in the name, which of course you are not.'"