I'd chalk this one up to bored trademark attorneys who managed to persuade a company with too much money to make a claim they probably won't succeed with. They

I'd chalk this one up to bored trademark attorneys who managed to persuade a company with too much money to make a claim they probably won't succeed with. They have applied for a registered trademark on 'footlong' as applied to sandwiches, but I very much doubt they'll get it. What really seems dumb, though, is sending out cease-and-desist letters before getting the trademark granted. By bringing attention to all the other folks who are using the term "footlong" they're just weakening their own case. Furthermore, if the USPTO does grant the trademark, the affected parties, who have now been alerted to this, can file an opposition proceeding.