One thing nobody has commented on is that BY LAW companies have to sometimes act like dicks to defend their trademark rights.

The rule with trademarks is use it (AND DEFEND IT) or lose it. Aspirin used to be trademark of Bayer in America. Zipper was another trademark. But if a trademark holder does not VIGOROUSLY defend its trademark against infringers, it can lose it. That's what happened with Aspirin and Zipper.

It's also why years ago there were commercials starring Robert Young telling a frazzled friend to try, "SANKA brand decaffeinated coffee." Nobody talks like that in real life. But they do in a commercial for a product whose name is in danger of becoming a generic term for decaff.