Reminds me of that time when Caterpillar was suing a coffee shop for the word "cat". (original story: https://smashnotes.com/p/cat-cloud-podcast/e/being-sued-by-c...).

I can understand why big companies do it, they want to protect their brand and make sure they are the only ones who are associated with any words remotely close. As a business, it makes sense. But then again, for the rest of us, it's really weird that one company want to own a fruit, and another a house animal.

Could it be that trademark system, when establish, simply did not see this coming? What's a good solution, from a legal perspective, something that gives companies a way to defend their brand, but within "reasonable" powers, where simply gobbling all words in the space is probably no longer reasonable?