On my drive to work today, I saw an ad on the back of a bus. It was for "JugoJuice", a chain of juice bars, and it showed a woman with a delicious-looking cup of orange juice with the caption in giant bold print: "It feels good.™".

Although I'm sure that the cup of juice does feel good (unless you've misundertood how it's supposed to be used), how can a company trademark the words "It feels good"? Lots of things feel good, and among them a good many of those things are products. Are they implying that people can no longer sell a product by saying whether it feels good? Do they really expect this to hold up in court?

I'm getting tired of seeing the ™ show up in everything. I'm waiting for someone to trademark the letters "TM", and sue anyone who uses the ™ symbol on any trademarked words.

(Trademark notice: "the" is now a trademark of CubicleDweller.ca. Any use of this word for commercial purposes is prohibited.)