Sauron, home security startup, plucks CEO out of Sonos(techcrunch.com)
techcrunch.com
Sauron, home security startup, plucks CEO out of Sonos
https://techcrunch.com/2025/12/28/from-sonos-to-sauron-new-ceo-takes-on-high-end-home-security-startup-still-in-development/
20 comments
Who names their company Sauron? Are these people totally evil?
Also, why is Tolkien's estate seemingly twiddling its thumbs while all these companies use its intellectual property? Or does the estate get licensing fees?
They have no claim, unless you create another literary character or something in the likeness of the original character. Naming a company after a fictional character is not an issue.
Sort of. Fictional character names are just words... unless these words are used in trade, at which point they become trademarks.
And in this context: "Sauron" is a registered trademark. https://trademarks.justia.com/772/04/sauron-77204394.html
This status doesn't necessarily give the owner absolute control of the mark, but it can limit the ways in which others use it in trade.
Things would be this way whether "Sauron" was ever the name of a fictional character or not. The use as a character name by the trademark owner neither implicitly enhances nor diminishes the trademark's integrity.
And in this context: "Sauron" is a registered trademark. https://trademarks.justia.com/772/04/sauron-77204394.html
This status doesn't necessarily give the owner absolute control of the mark, but it can limit the ways in which others use it in trade.
Things would be this way whether "Sauron" was ever the name of a fictional character or not. The use as a character name by the trademark owner neither implicitly enhances nor diminishes the trademark's integrity.
I didn't know that and I find it surprising.
...and geez haven't these people read any other books?!
Yeah, I have a feeling rebranding might be in their future. As one of the somewhat rare crossover people who are both technical but with some marketing chops, it never ceases to surprise me how branding can elude some people who are technically brilliant.
Right, right, because Sauron's home had really great security. :/
>build what they envisioned as a military-grade home security system for tech elites
It must be feel so good lording over the plebs as a fiery eye.
It must be feel so good lording over the plebs as a fiery eye.
Overheard: Wouldn't it be interesting if Sauron eventually merged with Ring?
My favorite (read: least favorite) of these Tolkien-inspired menacing companies is Thiel’s Valar: “[who are] god-like immortal spirits that chose to enter the mortal world to prepare it for their living creations.”
https://en.wikipedia.org/wiki/Valar_Ventures
https://en.wikipedia.org/wiki/Valar_Ventures
Oh god, it makes sense now. Palinteer is partnering with ring for footing and will be acquired by Sauron.
Funny name given that Sauron infamously didn’t prevent a break-in
Btw: isn’t lotr out of copyright in death of author + 50yrs countries? Where’s the legal Chinese movie trilogy?
Btw: isn’t lotr out of copyright in death of author + 50yrs countries? Where’s the legal Chinese movie trilogy?
UK and US seem to have death + 70 years.
Well, Palantir was taken.
> Sauron is also appearing on the scene as concerns rise about crime among the most wealthy. Recent high-profile incidents include a November armed robbery at the home of tech investors Lachy Groom and Joshua Buckley in San Francisco’s Mission District, where $11 million in cryptocurrency was stolen during a 90-minute ordeal involving torture and threats.
I'll never get tired the irony in one of crypto's most lauded design features (private key = money) leading to it being almost impossible to secure from an XKCD 538 style attack. In the crypto-libertarian's mind, the only solution here is to arm yourself and your house to the teeth and constantly look over your shoulder. Never mind the fact that the social contract is being ripped up and cynical actors are concentrating resources and preparing to shut the other half out for good.
I'll never get tired the irony in one of crypto's most lauded design features (private key = money) leading to it being almost impossible to secure from an XKCD 538 style attack. In the crypto-libertarian's mind, the only solution here is to arm yourself and your house to the teeth and constantly look over your shoulder. Never mind the fact that the social contract is being ripped up and cynical actors are concentrating resources and preparing to shut the other half out for good.
New business idea: camp outside of Michelin-rated restaurants, waiting for your favorite cynic to venture outside their bunker for a meal.
Wasn’t Sauron defeated by an amateur hacker who defeated the security, found a backdoor and destroyed the power grid?
As a Sonos owner and former customer the most exciting news I've heard in a long time are the people working on Music Assistant have put out their attempt at a protocol to be a Sonos replacement for all speakers.