I disagree with the requirement for plain labels. Trademarks exist for consumer protection as well as business protection; I want Gatorade to hold a trademark on clear bottles with lightning bolts on the front and orange caps, because I don’t want to be fooled into buying Negligent Uncle Greg’s Geterade. If anything, I would force companies to use fewer of them; no hosing Amazon with 900,000 differently branded permutations of the same product.