From what I remember of my business law course, the legal ground GL is on right now is pretty shakey. Despite what Jimbo thinks, it is actually illegal to conduct misleading advertising. The problem is, most people don't get called on it. The fact of the matter is, GL is selling the Special Editions. They were introduced to the public as the Special Editions, they were branded as the Special Editions. Therefore, GL has an obligation to continue using that branding when refering to these new "improved" versions of his original trilogy. Defaulting to calling them Star Wars is certainly going to cause confusion amongst the average consumer. I'll wager the majority of them won't bother returning it, they likely aren't fanatical enough in their fandom to do such, but you can bet there will at least be some grumbling. As for what a lawsuit would accomplish, it's hard to say. Civil law in the US is a lot different than it is here in Canada. The crux of it will be to prove that some manor of signifigant harm was done to the consumer as a result of this misrepresentation, either emotionally or physically. Since neither is terribly likely, I'd say the chances of a lawsuit doing anything at all are really slim.