Don't get hung up on my point about the mechanism. The general point is that trademark law is a lot more like a property (protecting the owner) than a consumer

Don't get hung up on my point about the mechanism. The general point is that trademark law is a lot more like a property (protecting the owner) than a consumer protection law. When I own a trademark, I can do anything I can do with any property. I can use it myself, I can sell it to someone else, I can license it someone else, I may even license it to someone that makes a different product (with some restrictions). When you buy sunglasses with the Versace trademark, you won't get anything produced by Versace or invented by them or quality controlled by them, or with warranty from them.