Trademarks can be worth billions
Michael S. Mireles (Professor of Law, University of the Pacific, McGeorge School of Law) “Trademark Trolls: A Problem in the United States?” May 22, 2015 https://www.chapman.edu/law/_files/publications/clr-18-mireles.pdf
There is an argument that trademark doctrine and policy itself provides every incentive for trademark owners to vigorously enforce their marks for fear of losing the mark to genericide, to ensure the mark remains strong, to prevent dilution, and to preserve future lines of trade under the mark, among other reasons;63 however, this does not necessarily mean that the trademark owner is a troll. Those are legitimate reasons and may set up an “enforce it” or “lose it” reasoning process justifying vigorous enforcement of a mark. Indeed, some trademarks have reached valuations in the billions of dollars.64 Moreover, mark holders control the scope of protection of their mark through licensing.65 Again, trademark doctrine and policy encourage this behavior.