> when did the self-recognized legal name change of tissue paper take place? Gradually, when they didn't enforce their trademark via lawsuits / etc. There's n

> when did the self-recognized legal name change of tissue paper take place? Gradually, when they didn't enforce their trademark via lawsuits / etc. There's no line in the sand at which point you lose a trademark and it becomes generic. At some point you file suit and fail, or don't even try, and "it is known".