I think a better analogy might be if Fortune magazine tried to claim that because of their (valid) claim to the name "Fortune", no one should be able to start a magazine whose title starts with the letter "F".
Your analogy is good, but an even better one would be no one should be able to start a magazine who's title is "Bitcoin Fortune", your guide to financial news in the new online economy, or something like that. You could even imagine the front cover of the infringing magazine, a tiny little BTC at the very top and the standard "FORTUNE" right underneath along the top of the magazine, just like the real magazine.