I believe that trademarks should be granted (and patents too, for REAL non obvious innovations), but watching the black and white sketches it looks like they "t

I believe that trademarks should be granted (and patents too, for REAL non obvious innovations), but watching the black and white sketches it looks like they "trademarked" the very idea of an animation showing a page folding on a digital book. Following the trademarking analogy, this looks to me like trying to trademark the word "Apple" for a company selling apples - which AFAIK isn't allowed.