If you have 10 daughters are you being a bully if you do whatever it takes to stop one of them from being raped? Just because Coca-Cola is a huge business with billion-dollar assets does not mean they are supposed to just let others rip them off even if proportionally the damage to Coca-Cola is negligible compared to the costs to the smaller players. There are some truly interesting stats in this article: the couple spent $40,000 to set up their business initially and are claiming it would cost them another $7,000 to come up with a new name. I really hope the $7,000 will include the fees to do a proper trademark clearance search and hopefully a proper trademark application so they could secure their new brand. If they don't do that and simply spend the $7,000 on new signage, it would mean they haven't learned anything from this lesson.