Normally, for Domainers in the buy-and-sell domains business, putting up a resistance may not be worth it. After all, there are other domains to buy-and-sell.
But it means a lot if you are an End-User. Usually, legit End-Users spend some creative amount of resources to come up with some catchy brand for their business. And then some guy bullies you just because you have the word "Face" or "Choice" in your brand which they claim to be trademarked and cannot be used by anyone else. This is seriously wrong. A brand is an "identity". It's not like domaining where you can simply jump to another domain because your main concern is earning money, and not establishing a brand.
By the way, with UDRPs, you can defend yourself at no cost to you. People who pay thousands of dollars in lawyers fees, are people who passionately believe they did nothing wrong. If your primary motive is to earn money and nothing else, your best option is just run away.