When the Wildlife Conservation Society discovered a new species of titi monkey in 2004, it decided to forfeit its right to name the animal. Instead, the society auctioned off the naming rights to raise funds for the Bolivian national park where the monkey lives. To a mixture of chuckles and horror, the rights were bought by internet casino company Goldenpalace.com, who festooned the poor animal with their own name.
More details here...or look at the monkey's official website!
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