The premier provider of private law and justice went on trial over its legal ethics.

Venture capitalist Kevin Kinsella took his claim that JAMS fraudulently inflated a neutral's biography to a San Diego Superior Court jury Tuesday. Kinsella claims an army of JAMS marketing professionals added phony business accomplishments to retired appellate justice Sheila Sonenshine's online JAMS biography to attract businessmen like him to use her services.

“I emphasize the word fraud. It's a very serious allegation,” Kinsella's attorney, Bryan Vess, told 12 jurors and three alternates in Judge John Meyer's courtroom. He cast JAMS as “a company that's driven by profit and greed, not the values they advertise.” The company spends $4 million a year marketing its services, he contended.