It’s important to defend the product and the software ecosystem because so many people are confusing AWS’s offering with what the current state of the system is

It’s important to defend the product and the software ecosystem because so many people are confusing AWS’s offering with what the current state of the system is. It’s so bad that some people actually think that AWS _is_ the developer of Elasticsearch in many cases due to the Elastic-X branding similar to the I-Noun convention that Apple tried to defend against but fell short of squashing around the world. It’s also important to note that not defending one’s trademark sufficiently well means bad things in a court precedent where there needs to be reasonable, demonstrable evidence you’re not simply a patent / trademark troll sitting around waiting for someone juicy to sue rather than small fries.