"That's exactly what trademarks are all about -- preventing customer confusion." Yes, but the problem is that the theoretical customer whose confusion the laws

"That's exactly what trademarks are all about -- preventing customer confusion." Yes, but the problem is that the theoretical customer whose confusion the laws try to prevent is getting doormat dumb. This in turn turns the trademark space into an (artificially) limited resource. You cannot use the orange color in your palette nor can you use the word "scroll" and suddenly picking a discernible tag turns into an expensive lawyer-fest. As a consumer who can indeed discern between "starcraft" and "craft" I am a bit concerned - after all whatever makes the business more costly is in fact limiting my choice.