But the simple thing here is this. Trademarks and all other form of IP are an indefensible postion. When someone creates a thing of a new paradigm the first mover is the one everyone learns of first. So inherently that name whatever it may be is by necessity what people will call it. Kleenx & coke are some great examples. Everyone refers to these trademarks AS THE THING all the time when referring to the thing. Using the state to forcibly make others not use a similar name is just retarded and makes you look weak.