Countless writers and bloggers, Yours Truly included, have written about a trademark owner’s obligation to protect its mark. The subject matter is cliched, but not for lack of importance. Patrolling and monitoring for improper use, and ensuring proper self-use and proper authorized use, are fundamentals to trademark ownership, and it is never a bad idea to revisit the fundamentals every once in a while.
What I like most about this article written by Anderson Duff of Wolf Greenfield is its careful reminder that not all trademark disputes are acts of bullying. He did a wonderful explanation of the role of humility and civility.