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Typically the standard for trademark cases is whether or not customers will confuse the two competing names/products/brands.

It's quite possible that because both companies target developers, architects, etc who're more than able to distinguish between the two companies' offerings... that Elastic's lawsuits didn't go anywhere

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Sophisticated Users are definitely one factor that weight in favor of developers, but in my view it’s outweighed by the degree of similarity of the two marks, the similarity of the services, the uniqueness of Elastic as a mark, evidence of actual confusion (before reading Elastic’s complaint, I was confused by the names, and I’ve been involved in making decisions about the use of these kinds of services.)

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