Fable creator Peter Molyneux and his team at the new 22 Cans studio must have thought they were being preeetty clever when they decided to name their new game about poking a box until it opened Curiosity.
But then NASA had to go and send some crummy little space rover to some stupid place called "Mars" and hog up all the Google hits. Those jerks!
Now Molyneux and co. have announced that the name of the game will be changed so the fledgling studio won't have to compete with the National Aeronautics and Space Administration.
"Humm there is a problem with the name Curiosity," Molyneux tweeted today. "We can't use it because of NASA. I wonder what one word would sum up Curiosity: The Cube."
He later told Modojo: "The name change is prompted by the need to have something simple to search for in Google. This worked well for 'Curiosity' but since NASA: Curiosity is now obviously generating a lot of interest we need to change the name."
The Game Formerly Known As Curiosity was set to be the first of 22 game "experiments" from 22 Cans, but it's been delayed until they can think of a new title. So what do you think the game should be called? Tell us your suggestions in the comments or on Twitter.