Elasticsearch has to enforce their trademark otherwise they will lose it. This is crucial. Preserving their trademark will forbid Amazon from advertising thei

Elasticsearch has to enforce their trademark otherwise they will lose it. This is crucial. Preserving their trademark will forbid Amazon from advertising their service as elasticsearch which may help them find and retain customers. Elasticsearch should lobby for an antitrust investigation into AWS. Here the market is cloud computing is AWS. This is similar to antitrust in the mainframe market or the PC market etc... However, right now it's not clear what the antitrust remedy will be. In those markets things evolved, most recently from desktop PCs to cloud delivered web apps etc... Beyond that Elastic needs to innovate or join up with someone bigger.