That article about commenting on a trademarked entity, not about businesses doing similar business using a trademarked word.

Of course, backcountry is a special case because it was already generic before it was incorrectly trademarked.

Well, sometimes you still have to enforce it. The trick is you don't have to be a jerk about it:

https://mashable.com/2012/07/22/jack-daniels-trademark-lette...

The problem is that "backcountry" is a generic term and trying to enforce otherwise is simple an act of corporate assholery.