*thinks she's getting away with it*
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"Cafe Hon". Beloved by the people of the city.
Then the owner trademarks the name of the restaurant AND the word "hon". Now people hate her for stealing something that belongs to everyone.
Either she's jewish or libertarian. Not understanding common intangible property exists, like she could trademark a common use word and not one would mind. And one that was culturally significant to the inhabitants of the town. They hate her now and sales are dropping fast. A sort of spontaneous boycott, it looks like
Gordon goes to the radio station where they tell him about Denise, the owner, and how she did all that and how she threatened to sue people for trying to sell tourist merch with the word "hon" in them.
Goes to interview her; she starts bullshittin'.