> it's pretty impossible to deliberately call it Super Mario in 2013 and not know you're intentionally free-riding. The article says "But despite trading under

> it's pretty impossible to deliberately call it Super Mario in 2013 and not know you're intentionally free-riding. The article says "But despite trading under the Super Mario name for decades" which seems to imply that 2013 was just when they registered the trademark, not when they originally named the supermarket Also it may be the case that supermarkets are commonly named "Super (name)" there although I can't confirm that. I would be curious when exactly the supermarket was named "Super Mario" though.