On April 28, 1997, Ticketmaster filed suit against Microsoft, claiming that Microsoft's deeplink infringed on Ticketmaster's trademark, diluted it value, and violated various state and federal unfair competition laws. Ticketmaster claimed that Microsoft's unilateral deeplink reduced the revenue received from companies advertising on Ticketmaster's web site and negated Ticketmaster's ability to control and direct traffic on its web site. At bottom, Ticketmaster claimed that its web site is entitled to trademark protection. In its answer, Microsoft defended its link, relying primarily on the First Amendment and the fair use doctrine. In addition, Microsoft asserted that linking is ubiquitous and that by placing a web site on the Web, Ticketmaster impliedly consented to links, including deeplinks. By way of counterclaim, Microsoft sought a judicial declaration that its deeplink was lawful and suggested that Ticketmaster's complaint raises the issue of whether hypertext linking in any form is legal. In responding to the counterclaim Ticketmaster expressly denied attacking the use of hypertext links in general, limiting its claim to the validity of Microsoft's deeplink.