Google has cut a number of apps this week over the use of its Cardboard branding, telling affected developers that their listings violated Google Play's content policy.

Some of the removed apps include: Cardboard VNC, Cardboard Theater and Cardboard catapult and based on the appeal rejection from Cardboard Theater's makers, it appears Google's problem is with the use of the Cardboard moniker.

Cardboard Theater has already applied with the new name: VR Theater for Cardboard, which isn't quite as catchy but retains the "does what it says on the tin" effect.

Google released Cardboard as a free VR viewer at the I/O developer conference in 2014, and wasn't taken all the seriously compared to the more expensive heavyweight VR headsets heading to the market, but Google's lightweight viewer has provided a VR product with low barriers to entry.

Google's VR headset uses mobile phones to do the grunt work which keeps the cost of the individual cost per headset low. They've been quite lax about the use of the Cardboard name,although there's no telling whether or not they'll be more aggressive about protection of the copyright from this stage.

Recent additions to the platform have included Cardboard support for Google's street view - allowing you to walk places while you walk places - and a "works with Cardboard" seal of approval for third-party headsets.

Well spotted, Variety.