“It was an out-and-out hijacking,” LeFevre told me. “They counterfeited our product, they pirated our Web site, and they basically directed all of their customer service to us.” At the peak of Willms’s sales, LeFevre says, dazzlesmile was receiving 1,000 calls a day from customers trying to cancel orders for a product it didn’t even sell. When irate consumers made the name dazzlesmile synonymous with online scamming, LeFevre’s sales effectively dropped to zero. Dazzlesmile sued Willms in November 2009; he later paid a settlement.
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