Then they didn't have any brand recognition/"livelihood" to steal. Sure this sucks for them, and I am no FB defender but that's the nature of trademark. Not a

Then they didn't have any brand recognition/"livelihood" to steal. Sure this sucks for them, and I am no FB defender but that's the nature of trademark. Not a lawyer but even if they are in the same space as FB, I'd think they would forfeit their right to the mark if FB got their first, presuming they have not yet actually marketed a product to consumers under this name?