A few things
1. Yes, I probably could have won a legal battle. there were a few pretty strong defenses against UT
latches - if you use something for 4 years and the owner doesn't inform you you should be able to use it
parody - it's a parody of bevo, a common man wouldn't mistake this for an official UT site
selective enforcement - other sites have not been forced to change their name.
Unfortunately it would have cost $100k+ to defend. The other problem is there are 2 federal judges in town, who basically do whatever UT tells them to do and would see me as a smartass kid trying to $#@! with authority
The trademarks are owned by the athletic department, not the university. I offered to pay to use it and they said that was a non starter. So it was ultimately Mack Brown/Dodds/Patterson/Plonsky who decided shaggy had to change. The name change did start at the height of the $#@! mack brown era. Notice how "Bevo Beat" is still the name of the statesman blog at
http://longhorns.blog.statesman.com ? It's not an accident they went after shaggy.