It's not about buying rights. You're a company. You call yourself "Threads" (and are the the first to do so). Then you should be able to conduct business under

It's not about buying rights. You're a company. You call yourself "Threads" (and are the the first to do so). Then you should be able to conduct business under the assumption that your name can't be hijacked, or smeared. Sounds like a basic form of protection to me. It gets abused, probably, like everything, but that's not a reason to stop it. If not, what's to stop anyone from calling themselves Amazon, Apple, Facebook, etc.? I'm sure there are a few vendors who would love the opportunity.