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They already own the trademark for "FACE" [0] in the context of "Operating of chat rooms, none primarily featuring or relating to motoring or to cars".

[0]: https://euipo.europa.eu/eSearch/#details/trademarks/00385277...

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Sooo would FaceTime run afoul of this?

Would a reasonable person believe FaceTime is associated with Facebook?

I suppose I'm not a reasonable person, then. I was under the impression FaceTime was a Facebook product, or at least bought from them.

I think I've heard the phrase "idiot in a hurry", so, yes, they could be confused.

The cars exception is odd. Is there already a similar brand that's associated with cars?

They apparently had opposition from the organization "RACE":

https://news.ycombinator.com/item?id=1935566

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