Monster Cable is known for more than its high-quality electrical equipment. Over several years the California company built up a reputation as something of a trademark bully. But last year, after a deluge of bad publicity, the company changed tack. It dropped a pending lawsuit and pledged to re-evaluate its trademark enforcement strategy. Monster Cable's chief executive wrote to the defendants to say: “This is a landmark kind of situation, as public opinion wins over what is the right thing to do for trademark protection of a famous mark. We have made the decision that public opinion, and that of our valued customers, is more important than the letter of the law that requires us to prevent the dilution of our mark or risk losing it.” (For background, see "US mark owner bows to public opinion in MONSTER dispute").

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