It's not "natural consequences". Canonical counter example is this cease-and-desist for a book copying the Jack Daniels label design: https://mashable.com/2012/

It's not "natural consequences". Canonical counter example is this cease-and-desist for a book copying the Jack Daniels label design: https://mashable.com/2012/07/22/jack-daniels-trademark-letter/?europe=true https://mashable.com/2012/07/22/jack-daniels-trademark-lette...