As a tangent, I hate how trademark law protects the "Amazon" brand for book sellers, but there are 2 different companies. I think that if the company wants to keep a trademark, then any company that uses/is licenced that trademark is legally counted as the same company. This way Joe Soap, upon seeing the "Amazon" trademark, is not able to screwed around by corporate structure shenanigans. Or Amazon Ltd. have the choice of giving up the trademark.