Kachingle says that it has pioneered a new approach that will save traditional journalism thorugh ‘micropayment monetization’ of content such as blogs. A Kachingle customer’s account is billed some small amount when they read content on a site that partners with Kachingle. Kachingle approached the NY Times, which declined to participate. Nevertheless, Kachingle maintained various Times blogs in an index and directed readers to those blogs – however it was able to insert its own ads on the Times page (see para. 22 of the complaint). The Times is suing on asserted trademark causes – no copyright causes.