Comment by deaux

> Lots of very plain-looking things work as trademarks. Some obvious examples: AAA, BBB, Target, Just Do It.

These are plain-looking, but none of them are descriptive. Target isn't a target, it's a discount store. If they'd be called "Discount Store" then I believe they'd have trouble getting a trademark. If they'd be called "Retailer" or "Store" or if you'd make a Stripe competitor called "Payment Processor" I don't think you'd stand a chance.

But really the intention of my comment was hoping that someone on HN could answer this:

> Is using a mark in trade enough only if it qualifies as a trademark in the first place?