Also, abandon all existing legal action based on that generic term.
You shouldn't be able to trademark a common word in the first place. It's literary colonialism.
Do I even need to read the rest of the article?
There are no underlying emotions its a big company driven by money. The only thing you can buy is that they said the thing they did publicly. Now they might align their business with that statement for a while.
So, they still think they own the generic term "backcountry" and that others need their permission to use it. Nothing has changed.
