Nov 7, 2025

Automattic’s ‘Automatic’ Gambit: WordPress Giant’s Trademark Clash with CSS Upstart Automattic, led by Matt Mullenweg, has demanded Kevin Geary rebrand his Automatic.CSS tool, claiming trademark rights over 'Automatic.' This dispute, amid ongoing WordPress ecosystem tensions, highlights potential overreach and community backlash. Drawing from past conflicts like WP Engine, it raises questions about intellectual property in open-source tech. Automattic’s ‘Automatic’ Gambit: WordPress Giant’s Trademark Clash with CSS Upstart Written by Victoria Mossi Friday, November 7, 2025 In the ever-evolving world of open-source software and web development, a new trademark dispute has emerged, pitting Automattic, the powerhouse behind WordPress, against Kevin Geary, creator of the Automatic.CSS framework. This conflict centers on Automattic’s claim to the word ‘Automatic,’ demanding that Geary rebrand his product. The move comes amid a backdrop of escalating tensions in the WordPress ecosystem, raising questions about trademark overreach and the boundaries of intellectual property in tech. According to a report by 404 Media , Automattic sent a cease-and-desist letter to Geary on November 5, 2024, alleging trademark infringement. The letter claims that Automatic.CSS’s name is ‘confusingly similar’ to Automattic’s trademarks, potentially misleading consumers into associating Geary’s CSS tool with Automattic’s suite of products. Geary, known for his critiques of WordPress’s Gutenberg editor, shared the letter publicly, sparking widespread discussion in developer communities. Roots of the Dispute Automattic’s history with trademarks is not new. The company, founded by Matt Mullenweg, has previously engaged in legal battles to protect its branding. For instance, in 2017, the Trademark Trial and Appeal Board dismissed Automattic’s dispute against Chris Pearson over the domain Thesis.com, as detailed in a piece by WP Tavern . That case highlighted Automattic’s vigilance in defending its intellectual property, even as it navigates the open-source ethos of WordPress. This latest skirmish with Geary appears tied to broader frictions. Geary has been vocal about his dissatisfaction with Gutenberg, WordPress’s block editor, and promotes Automatic.CSS as an alternative for streamlined web design. Posts on X, formerly Twitter, suggest community sentiment views this as retaliation, with users like Connery Kirk noting, ‘It’s obvious that Matt has a pattern of volatility… @thekevingeary is growing fast and he is critiquing Gutenberg.’ Such discussions on X underscore the perception that personal animosities may be influencing corporate actions. Legal and Community Backlash The cease-and-desist letter, as revealed by Geary, demands he cease using ‘Automatic’ in his branding and transfer related domain names to Automattic. In response, Geary expressed frustration, stating in a public post that the claim seems baseless given ‘Automatic’ is a common English word. This echoes sentiments from X users, including Richard Rottman, who pointed out that Automattic’s own trademark filings include disclaimers against claiming exclusive rights to ‘Automatic’ in common usage. Industry observers draw parallels to Automattic’s ongoing feud with WP Engine. As reported by Wikipedia , Mullenweg’s disputes with WP Engine involved accusations of trademark misuse and led to lawsuits, with WP Engine suing Automattic for extortion and abuse of power in October 2024. Automattic countered by blocking WP Engine from WordPress.org servers, a move that disrupted thousands of sites and drew criticism from the community. Echoes of Past Conflicts In that WP Engine saga, Mullenweg defended his actions on platforms like Hacker News, where he clarified details about negotiations, including Heather Brunner’s job interview at Automattic. A thread on Hacker News captured Mullenweg’s surprise at disclosures in the lawsuit, highlighting the personal stakes involved. This pattern of aggressive trademark enforcement has led bloggers like Josh Collinsworth to call for Mullenweg’s removal, arguing in his blog post that ‘Matt Mullenweg’s abuses of his unilateral, unchecked powers prove that it is in the best interest of the entire WordPress community that he be removed from power immediately.’ The Automatic.CSS dispute amplifies these concerns. Geary’s tool, aimed at simplifying CSS for WordPress users, has gained traction among developers frustrated with native WordPress tools. X posts from users like Ron Phillips suggest Automattic’s move is a ‘scare tactic,’ noting the company’s name is a play on Mullenweg’s own, with the misspelling ‘Automattic’ intended to differentiate it. Duane Storey, in an X exchange, referenced trademark documents where Automattic agreed to no exclusive rights over ‘Automatic,’ potentially weakening their current claim. Industry Implications Beyond the legalities, this dispute highlights tensions in the open-source community. WordPress powers over 40% of the web, making Automattic’s actions ripple widely. Recent news from Startup Ecosystem Canada details Automattic’s countersuit against WP Engine for trademark violations, filed in October 2024, alleging misappropriation post-acquisition by Silver Lake. Similarly, PPC Land reports on extensive counterclaims, including bad faith by WP Engine. For Geary, the stakes are high. As a smaller player, rebranding could disrupt his business momentum. Community reactions on Reddit, such as a thread on r/Wordpress linking to Hacker News discussions with Mullenweg and Automattic’s legal team, show divided opinions. Some defend Automattic’s right to protect its brand, while others see it as bullying. Broader Tech Trademark Trends This case fits into larger patterns of trademark disputes in tech. Companies like Apple and Google have long fought to safeguard generic-sounding terms, but outcomes vary. Automattic’s approach, as critiqued in X posts by Jon Klaric calling it ‘stupid and insane,’ risks alienating the developer base that fuels WordPress’s success. Mullenweg’s leadership style has come under scrutiny. A WP-Content.co newsletter notes Mullenweg’s tweet about filing counterclaims against WP Engine, framing it as moving from defense to offense. Yet, in a separate context, Bitget News quotes Mullenweg describing his acquisition of Tumblr as his ‘greatest disappointment,’ revealing vulnerabilities in his decision-making. Potential Outcomes and Future Watch Legal experts suggest Geary could challenge the claim by arguing ‘Automatic’ is descriptive and not uniquely tied to Automattic. Historical precedents, like the dismissed Thesis.com case, may bolster his position. Meanwhile, Automattic’s insistence, as per 404 Media, includes demands for domain transfers, escalating the conflict. As the WordPress community watches, this dispute could influence how open-source projects handle trademarks. With Automattic’s resources dwarfing Geary’s, the outcome may hinge on public pressure and legal merits. Updates from sources like Search Engine Journal indicate ongoing legal volleys in related cases, suggesting no quick resolution. Voices from the Ecosystem Community figures like Jason Cohen, in an X post sharing WP Engine’s cease-and-desist letter, lamented the spread of misinformation. Similarly, WP Engine’s own X statements denied Mullenweg’s claims, emphasizing customer protection amid the chaos. Ultimately, this trademark tussle underscores the delicate balance between innovation, branding, and community trust in the tech world. As Mullenweg navigates these waters, the WordPress faithful hope for resolutions that preserve the platform’s collaborative spirit. Subscribe for Updates DevWebPro Newsletter The DevWebPro Email Newsletter is a must-read for web and mobile developers, designers, agencies, and business leaders. Stay updated on the latest tools, frameworks, UX trends, and best practices for building high-performing websites and apps. DevWebPro By signing up for our newsletter you agree to receive content related to ientry.com / webpronews.com and our affiliate partners. For additional information refer to our terms of service . Notice an error?