Cheryl Morgan, SH contributor and member of the World Science Fiction Society's Mark Protection Committee, warned the SH staff list about this award:

There are also some annoying trademark issues here. These guys appear to be deliberately challenging WSFS's right to the Hugo mark, because they can, because they have nothing much to lose, and because they find it amusing to cause trouble. The end result may well be to cost WSFS (and therefore Worldcons) a lot of money, and a small possibility of losing the mark protection and opening up aspects of the Hugo Award to any commercial organization that cares to come in and use it.