According to that wikipedia article, Otis lost the 'escalator' trademark because of the way they themselves had generically used the term, not just because of t

According to that wikipedia article, Otis lost the 'escalator' trademark because of the way they themselves had generically used the term, not just because of the way others used it. Also, https://en.wikipedia.org/wiki/Generic_trademark#Avoiding_genericization https://en.wikipedia.org/wiki/Generic_trademark#Avoiding_gen... gives several suggestions on avoiding genercization that don't involve legal threats.