The Booking.com trademark case at the US Supreme Court opened the floodgates for trademark applications of generic domains. Previously seen as generic terms, the SCOTUS decision now allows domains that are formed by otherwise generic (dictionary) words to be eligible for trademark registration - PROVIDED that they have also acquired distinctiveness among their class. How is the latter decided? By providing proof via some type of consumer polling. Yes, it's as clear as mud. So now there are trademark applications for Fetch.com, Jerky.com, and even Porn.com among others.