Sometimes, a purported mark is so descriptive, that it would seem impossible to prove "acquired distinctiveness" or "secondary meaning", as was the case in
RE HOTELS.COM, L.P., 2008-1429 (Serial No. 78/277,681), where the United States Court of Appeals for the Federal Circuit affirmed the United States Patent and Trademark Office Trademark Trial and Appeal Board’s decision that
HOTELS.COM was merely descriptive. Despite evidence submitted by the trademark applicant, including sixty-four declarations and consumer survey evidence, the Court held that a secondary meaning was not established and that the common meaning of the term prevailed.