Here’s one you probably didn’t see coming: Facebook has set its legal hounds on Mark Zuckerberg. The Facebook founder could be forgiven for having a slight identity crisis now that Facebook has been forced to send a cease and desist notice to Zuckerberg, asking him to delete his profile on the social network. Confused? Perhaps it’ll make more sense if I mention this: There’s more than one Mark Zuckerberg in the scenario.
The Zuckerberg who’s being threatened with legal action is an Israeli businessman formerly known as Rotem Guez, who changed his name to that of the more famous American businessman on December 7 in the latest in a series of strange Facebook-centric decisions. Not only has the newest Mark Zuckerberg already threatened to sue Facebook after the site shut down an earlier account he’d created under the name–way back in January this year, before he was “officially” Zuckerberg–but he’s also faced legal threats from Facebook for the creation of a company called “Like Store” that claimed to sell Facebook “Likes” for brand pages.
On his personal website, MarkZuckerbergofficial.com, Zuckerberg 2 has shared the most recent communique from Facebook’s legal team (they continue to refer to him as Rotem Guez), which states that the company is continuing to “gather evidence detailing additional illegal activities” that NewZuckerberg is participating in, adding that Facebook “takes the protection and proper working of its network very seriously and is committed to keeping Facebook a safe place for users to interact and share information” and requesting that he confirm in writing that he will no longer access Facebook, nor develop any business offering related to Facebook in order to avoid “whatever measures [Facebook] believes are necessary to enforce its rights, maintain the quality of its site, and protect its users’ privacy and information.”
Zuckerberg’s response? He’s attempting to create a viral campaign painting himself as a wronged party, of course, which doesn’t seem to be going so well judging by the comments on his site: “The ultimate troll,” writes one visitor, while another writes “God, what a coward.” Hey, at least he can claim to share Internet hate with the real Mark Zuckerberg.
Graeme McMillan is a reporter at TIME. Find him on Twitter at @Graemem or on Facebook at Facebook/Graeme.McMillan. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.