In 1994, engineers at Apple Computer code-named the Power Macintosh 7100 "Carl Sagan" after the popular astronomer. While the name used strictly internally, but Sagan was worried that it would become a product endorsement and sent Apple a cease and desist letter. Apple took it off, but engineers at Apple retaliated by changing the internal codename to "BHA" for "Butt-Head Astronomer". This jocular move caused Sagan sued Apple for libel in federal court.
The court granted Apple's motion to dismiss Sagan's claims and opined that a reader aware of the context would understand Apple was "clearly attempting to retaliate in a humorous and satirical way", and that "It strains reason to conclude that the Defendant was attempting to criticize the Plaintiff's reputation or competency as an astronomer. One does not seriously attack the expertise of a scientist using the undefined phrase 'butt-head'." Sagan then sued for Apple's original use of his name and likeness, but alas he again lost. Of course, he appealed that ruling.
In November 1995, Apple and Sagan reached an out of court settlement and Apple's office of trademarks and patents released a conciliatory statement that "Apple has always had great respect for Dr. Sagan. It was never Apple's intention to cause Dr. Sagan or his family any embarrassment or concern." Apple's third and final code name for the project was "LaW", short for “Lawyers are Wimps.” In hindsight, Sagan might have been a little sensitive.