What could be less obnoxious than sending a private notice to the company? You say you don't blame Rolex, yet you blame Rolex. You say you get IP but it seems like you don't understand TM law. If you understand TM law, then you would know that Rolex had no choice but to defend the TM, otherwise they wouldn't be able to prevent knockoffs from using the Oyster name on their watches. Any brand would have had to do the same thing, whether they like it or not.
The only reason this case seems obnoxious is because the clock company chose to rely on the ignorant court of public opinion for sympathy, by publicizing the situation. After all, they didn't have to talk to the press, right? I find them to be a bit disingenuous in playing the victim, given that their legal counsel would have explained the TM law to them.
