A fascinating lesson in social media: an ill-thought out start-up that also failed to check whether its chosen name was trademarked.

Peeple is an app for reviewing people rather than businesses - something many people saw as an open hunt for cyber bullying. It's quickly earned the hashtag #creeple. As Garth Penglase points out, it's also infringing on, and bringing negative publicity to, an unrelated start up with the same name.

A mess all around then....