Since they now have a trademark application in the works, they _must_ try to enforce it. When a company consistently neglects to enforce it's trademark and it b

Since they now have a trademark application in the works, they _must_ try to enforce it. When a company consistently neglects to enforce it's trademark and it becomes part of the language, it becomes a genericized trademark. it ends up in the same boat as "kleenex" and "xerox" and may not be enforceable in the future - a.k.a "genericide". http://en.wikipedia.org/wiki/Genericized_trademark http://en.wikipedia.org/wiki/Genericized_trademark