IIRC, the test for non-trademarkability is not whether it's "generic" but whether it's descriptive. "App Store" perfectly describes what it labels -- it's a st

IIRC, the test for non-trademarkability is not whether it's "generic" but whether it's descriptive. "App Store" perfectly describes what it labels -- it's a store where you can buy apps. "Whole Foods" on the other hand does not describe what it labels -- it's not a set of foods which are whole, it is a store which sells such things. The name "Whole Foods Store" on the other hand, would be non-trademarkable.