Figma, a leading design and prototyping platform, has sent a cease-and-desist letter to Lovable, a popular no-code AI startup, over the use of the term "Dev Mode" for a new product feature. According to Figma, the company successfully trademarked the term last year, and is now enforcing its rights against Lovable.

The move has sparked controversy, as "dev mode" is a common term used in many software products to refer to an edit or developer mode. Giants like Apple, Google, and Microsoft have features formally called "developer mode" that are often nicknamed "dev mode" in reference materials. Moreover, Atlassian used the term in products that pre-date Figma's copyright by years, and it's a common feature name in countless open-source software projects.

Figma claims that its trademark refers only to the shortcut "Dev Mode", not the full term "developer mode". However, critics argue that this is akin to trademarking the term "bug" to refer to "debugging", and that the term is already generic and should never have been allowed to be trademarked. Some are urging Lovable to fight the cease-and-desist letter, but taking on an international legal battle might be too costly for the early-stage Swedish startup.

Changing the feature name to "developer mode" or some other term would be a less expensive option for Lovable. However, the dispute goes beyond a simple trademark issue. Lovable is one of the rising stars of "vibe coding", a technology that allows users to describe what they want in a text prompt and the product builds it – complete with code. Lovable's "dev mode" feature was launched a few weeks ago to allow users to edit that code, and the company advertises itself as a competitor to Figma.

Figma's move is seen by some as a bigger competitor cracking its knuckles at a pesky upstart. Figma was valued at $12.5 billion about a year ago, and its co-founder and CEO, Dylan Field, has downplayed the threat of vibe coding products, stating that they lack the ability to help users get to the finish line. Lovable's co-founder, Anton Osika, seems unconcerned about the letter, sharing a copy of it on social media with a grinning emoji.

The dispute highlights the competitive dynamics in the tech industry, where established players may use their resources and intellectual property to stifle innovation and competition. As the tech industry continues to evolve, it remains to be seen how companies like Figma and Lovable will navigate these complex issues and balance their interests with the need for innovation and progress.

In the meantime, the "Dev Mode" trademark dispute serves as a reminder of the importance of careful branding and intellectual property management in the tech industry. As companies continue to push the boundaries of innovation, they must also be mindful of the legal and competitive landscape in which they operate.