It's a discussion we've had in both the radio and TV classes, how companies aggressively protect their trademarks. Kleenex, Band Aid and Xerox are good examples of brand names that have gone generic.
Facebook is close to securing the word "Face" as a protected trademark in certain circumstances. They have the money to secure their trademark... but it won't make them very popular. Do you think they'll have an about-face on this one?