McGregor beaten to the punch as 'IP squatter' files trademark claim
Andrei Mincov's commentary on the original article
Even in common-law countries where you CAN prevail in a dispute against a registered trademark if you show that you started using the brand first, it is infinitely more expensive compared to just securing your brand first. But the worst thing for legitimate brand owners is that most countries won't even look at the prior use. All they care about is who filed their trademark application first.