When asked, vast majority of businesses say IP is not important

I wonder if this is because a few very large companies hog all the IP to themselves. In other words, only a few specialists like Proctor and Gamble really put any emphasis on this in their business. That's why they mentioned that grocery stores are an IP intensive business, because they are filled with products from Kraft Foods, P&G, and a few other large multinational companies who are very dependent on branded products.

Most businesses, although they do have a brand to protect, put a lot more emphasis on quality and service. They don't need to worry if someone else sells the same product under a different brand, because buyers are not fooled by the lower quality and poor service products that knockoffs peddle. There are only a few industries like clothing where knockoff products can get traction in the market.