Trademarks are for use in a particular domain. That's why there could be an Apple Computer and an Apple Records co-existing peacefully, until Apple Computer (now Apple Inc.) started selling music.
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Quoted from wesman:Our culture is more amused by Thanos than Moriarty, sadly..... Short term memory pop culture entertainment.
<shrug> Thanos is new to most people; Moriarty is not.
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