Patent, trademark, and copyright law is an enourmously complex field. Those lawyers get the BIG $$$$$ so I guess they have the last laugh on this. I do think it is true that no matter how stupid we think it is, it is necessary for a company to protect their tradename. I don't think kleenex ( occupy my ® !) is necessarily happy about the general use of that name by folks who may actually be requesting or purchasing a competitor product. I can remember that places like fast food restraurants that sold PEPSI would correct you if you asked for a "coke". They would say.."is Pepsi OK??". I think someone named Beverly from coke was breathing down their throat. It seems they all just sell coke now, so that doesn't come up!!!!