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I'm doing they same. I've spent a stupid amount on bikes and climbing gear from them so hopefully they listen.

Brother I'm livid. I understand that a company has to protect a trademark, and I've been in the protecting position. But there are actions you have to take and actions you do not, and BC seems to be taking it to the extreme.

The thing that really pisses me off is that they are attacking people in business because they love the sport. These boutique makers are often just scraping by and don't have the margins to sustain much resistance at all.

I understand the desire to protect your trademark, but if you want to make a trademarked brand part of your business, maybe don't build your business around a generic term?

Maybe building your identity on something generic but relevant is a good way to crush the competition.

Or even companies that are not at all in competition. See the story on Lemonade and T-Mobil currently on the front page. https://news.ycombinator.com/item?id=21453626

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