Apple Goes After Amazon AppStore

"Apple is back in court, trying again to stop Amazon from using the term ‘Appstore,' charging advertising for the online retailer's Kindle Fire tablet misleads consumers. The tech giant wants the ads to stop, claiming they mistakenly give the impression Apple endorses the Amazon device."

This has the makings for a long drawn out war, as I don't see Amazon giving in so easy on this. I get why Apple is trying to protect what it deems is their name, but I certainly don't think people are stupid enough to be confused between Amazon's Appstore and the Apple one...or are they? What are your thoughts?