Sarcasm doesn't make a poor comparison into a good one. The arguments for invalidity here are: (1) generic use, that 'gaymers' is in customary use in online co

Sarcasm doesn't make a poor comparison into a good one. The arguments for invalidity here are: (1) generic use, that 'gaymers' is in customary use in online communities to mean a gay gaymer, and (2) descriptiveness, that it's a combination of two descriptive words that are both characteristics of the relevant class (i.e. communities of gay gaymers). Neither of those is true of "Apple" for computers. Both'd be true of "Apple" for apples (i.e. the fruit) -- so if Apple started selling fruit, they wouldn't be able to register "Apple" as a trademark for that class of goods. "Windows" arguably is descriptive of MS's OS, though not as strongly as "gaymers" is for gay gamers. Thing is, "Windows" now has acquired distinctiveness: everyone associates it with Microsoft's operating system, as opposed to other systems which also use windows. That gets around descriptiveness (and customary use). That's not true for gaymers: "gaymer" clearly isn't exclusively associated in the average gaymer's mind with Chris Vizzini's site (as opposed to /r/gaymers, or just gay gamers in general). (N.B. IANAL, and in particular I'm only familiar with EU trademark law. I'd be surprised if US law was that different, but I don't know for sure, so the above may not be accurate for US law).