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The image of the man who promised a future based on "compassionate conservatism" is murkier than it was a few weeks ago, as is the very meaning of his trademark term.
Once purchased by Sightholders (which is a trademark term referring to the companies that have a three-year supply contract with DTC), diamonds are cut and polished in preparation for sale as gemstones ('industrial' stones are regarded as a by-product of the gemstone market; they are used for abrasives).
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It has a policy page that instructs companies it does business with on how to use its trademark terms: "Use the trademark only as an adjective, never as a noun or verb, and never in the plural or possessive form.
"Because of Web 2.0 and blogging, I was able to put up a post and have this large multimedia organization apologize and turn around and say, 'You can use our trademark terms.' That's only possible because of the power blogging confers," he said.
Requests to trademark terms including "shit" had been turned down by the USPTO 50 times, and a mark using "cunt" was rejected.
Farrell has denied any wrongdoing, citing the fact that Google's automated system should have caught the trademarked term.
Some of them are generic, like "mortgage refinancing," while others involve trademarked terms, like "Louis Vuitton handbags".
However, the game does not include trademarked terms, nor potential profanity (summoning "ass" will spawn a donkey; summoning "cock" will spawn a rooster).
Dell has tried to trademark the term cloud computing itself.
On 6 July last year, the US Patents and Trademark Office in Virginia received an application from General Motors to trademark the term "range anxiety".
Critics took to social media after it emerged that the studio was applying to trademark the term "Dia de los Muertos" for merchandising purposes.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com