Part of the problem is that even if you're going to lose, there's value in defending your marks. This is why you get the bad look cases where big companies try to smash some local little concern with a similar name. Can't allow for the precedent where you've given an inch.
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"The great promise of the Internet was that more information would automatically yield better decisions. The great disappointment is that more information actually yields more possibilities to confirm what you already believed anyway." - Brian Eno
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