It had to happen — another piece of territory now being rented out in the Lanham-Act-as-competition-buster industry: A new service has announced that it will scoop up the Google infringements for ya for a few kopeks. Their proud slogan: “Online trademark infringement is the act of using search keywords that specifically target another company’s brand to generate online traffic. ” The name of their company, “Gooroo,” is obviously meant to “free ride” on the trademark equity of “Google,” but if they’re goring that ox anyway, may as well take an extra chunk, eh?
Myth becomes law becomes commercial reality — all based on the spurious judical-activism-made concept of “diversion” and its handmaid, “initial interest confusion.” But I repeat myself.
Still, watch this space: Some folks at INTA just may have something helpful to say about this….