Microsoft mogul Bill Gates has gone to court to stop a man on the Caribbean island of Martinique from registering the trademark Bill Gates. The man filed the trademark with France's Intellectual Property Institute more than two years ago, and his argument rests on two legs: 1) the trademark has nothing to do with computers, software, windows, or anything we associate with Mr. Gates on regular basis; and 2) "bill" and "gates" are generic terms. A bad argument for people with high-tech, high-profile (yet generic) names like "case" and "jobs."

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