The lesson here is to be cooperative and nice to people, with this being a two way street. Neither Nissan was nice. Nissan the company could have asked nicely

The lesson here is to be cooperative and nice to people, with this being a two way street. Neither Nissan was nice. Nissan the company could have asked nicely before going in heavy with the lawsuit. Instead of the lawsuit they could have played the long game and just bought the better URLs - nissan-cars.com, nissanUSA.com, nissan-usa.com, nissan-colorado.com, nissan-kentucky.com and just buried the problem that way. In time the domain would come up for renewal, in time the owner might give up interest in owning it. In this instance, due to the surname, it is unlikely that the Mr Nissan would just give it up, but if Nissan the company really did not appear to be interested in the domain beyond a fair but reasonable price, what could Mr Nissan do about it? By pretending he is in a David vs Goliath struggle for freedom and democracy, Mr Nissan has proven himself to be an idiot. He could look at his computer service offerings and laugh at how unmarketable his services are. Nobody would hire him except an old grandmother using a computer for the first time ever and needing help to plug in a mouse. By no stretch of the imagination does Mr Nissan offer goods/services that befit the marketplace. Why is this? Because he has decided to have his petty spat with the Nissan motor company. His website is an embarrassing folly. Another aspect of the folly is ego. If you have a common name that can be confused with other things then you don't use it in the confusable form. 'nissan-computers.com' - as proposed by Nissan was generous, 'a-b-nissan-computers.com' with some initials at the front is fine. Or you use your street name, or your cat's name. In putting your customer first why would you present a confusing business name?