Once you're done laughing over the fact that an ethics consulting firm is suing over use of one of the most common words in the English language, the facts of this dispute touch on a number of crucial trademark considerations...not least of which may ultimately be when or when not to sue someone for infringement in the first place: http://www.nytimes.com/2014/10/06/business/chobani-and-dov-seidman-wrestle-over-use-of-how-trademark.html?emc=edit_th_20141006&nl=todaysheadlines&nlid=39033930&_r=0
