So SWA is a pretty specific example, but what about Apple? What about when you are searching for, well, information about apples? And can SWA ever own the term

So SWA is a pretty specific example, but what about Apple? What about when you are searching for, well, information about apples? And can SWA ever own the term "Southwest"? When you think it out, it's not as cut and dry as it first seems.