In a ground-breaking academic article, GeneriTrend Founder, Dr Cameron Shackell, points out a new type of genericness in trademarks involved in internet search. Dr Shackell first reminds us that the trademark system exists to reduce search cost in the economy. He then notes that current US trademark law and doctrine was drafted to fulfil this … Continue reading New research by Dr Cameron Shackell urges a lower bar to genericide for “super-generic” trademarks involved in search, especially GOOGLE