Firefalcon's Journal: Legal threat to wiki directory listing site

In case this submittion doesn't make the cut: The BBC reports that a business listings website (Coral Cached) set up by a father and daughter in the UK has been threatened with legal action by directory firm Yell, who publish the Yellow Pages in the UK, Yellow Book in the USA, and TPI in Spain.

Yell's demands are that:

• the Yellowikis site is shut down
• control and ownership of the domain name is passed to Yell
• compensation is paid to Yell for loss of profits
• the founders agree never to set up another competitor to Yell

Is this another attempt by a company to claim trademark of a generic word or part of one (Yellow/Yell) and prevent it's use (like Microsoft and Windows), or is Yell just using any excuse to drive out a competitor?