Except Svbtle spent too long as an invite-only platform marketing themselves as an exclusive group of thinkers, and instead came across as kind of pretentious. By the time it opened up, they weren't the only minimally designed blogging platform and nobody cared.

  Svbtle is a new kind of magazine.

  It’s part of an invite-only publishing network that brings some of the
  best things from newspapers and magazines to a network of great 
  people. We focus on the people, the writing, and the ideas. Everything 
  else is secondary.

  Our goal is to make it easier and more natural for interesting people
  to write down their thoughts. In the process, we also hope to help our 
  members become better writers. To accomplish these goals, we provide 
  benefits that aren’t usually associated with blogging, like 
  copyediting, to all members, for free.

  Think you should be a part of the network? Apply for membership below.

If it's close enough 37S could have a trademark case there.

Both 37S and Google's "rework" is not actually the "common English word" but a particular split to 're' and 'work'.

I guess it's a textbook example for why trademarks were invented - Google naming this that way with almost identical split to 're' and 'work' is just confusing the shit out of everyone.