When a new online multiplayer title like Amazon Game Studios' "New World" is released, there is always a competition for the coolest, most unique username to set it apart from the masses. But when it comes to "New World," which just launched yesterday, the most sought-after name is probably exactly what you would expect.

Players around the world are actively looking for ways to pay homage, or more accurately, jab, at Jeff Bezos, founder of Amazon and the world's second richest man (Elon Musk is number one again). However, perhaps contrary to expectations, Amazon appears to have banned the use of Bezos or the company in its user name.

PC Gamer asserts that this is definitely a case of being blocked, rather than the name already being used. According to their extended testing, variations of "Bezos" and "Amazon" displayed the error "Not Available," while attempting to use the taken name displayed the error "This name is in use."

The names PC Gamer tried to trick the system with ranged from seemingly innocuous ones like "JeffB" and "Be Zos" to more obvious workarounds like "Bez0s" or simply "Amazon." None of them worked, but one lucky user was somehow able to use the name "Bef Jezos."

This should be obvious anyway, since New World rules state that players "are not allowed to impersonate any person or entity, including Amazon employees or representatives." This includes "misspelling, using another spelling, word, symbol, or combination of letters to produce results that violate this policy."

In other words, don't be surprised if Amazon takes some action against your account if you succeed in finding other ways around this restriction. We are still secretly rooting for you.