Part of the whole trademark nonsense is the idea that they have to be aggressively enforced lest they be lost to the company that filed them. It's why a number of lawsuits are filed about brand names versus slightly similar brand names, and it's a mighty headache for small companies that get caught in the crossfire just because they happen to share a name in some way with a larger company or their product. This is the reasoning that saw Apple take on iFone, a Mexican telecommunications company. Unfortunately for Apple, they've lost in a big way and now won't be able to sell phones under the iPhone name in Mexico.
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