COMPETITION 11-249 to -250 (4th ed. 2011) (stating that trademark law imposes a duty on
owners to police the market for infringers, and that the failure to do so can limit or destroy the
owner’s rights); see also Grupo Gigante SA De CV v. Dallo & Co., Inc., 391 F.3d 1088, 1102
(9th Cir. 2004) (discussing the need for trademark owners to police against third party users or
risk losing rights under theories of genericness or abandonment). Michael S. Mireles, Jr.
analyzes how trademark law encourages owners to enforce marks vigorously in order to broaden
the scope of trademark protection. Michael S. Mireles, Jr., Towards Recognizing and
Reconciling the Multiplicity of Values and Interests in Trademark Law, 44 IND. L. REV. 427
(2011).