Sky’s victory over Skype in the European court is an odd affair, provoking some predictable reactions. For a start, there is a certain irony in the first European tech start-up to build itself into a global brand being called out by a European court for it.
But when wealthy owners of brand names made out of generic and widely used words start to throw their weight around, scepticism is usually in order. What next? A freeze on Skyy Vodka? A brake on the SkyTrains used in cities from Bangkok to Vancouver? How about a trade embargo against the Isle of Skye?
Consider this, though. While confusion between Sky, the satellite television provider owned by Rupert Murdoch, and Skype, the Microsoft-owned video calling service, seems unlikely based on current habits, those habits can change – and fast.