Cheerios doesn’t have a monopoly on breakfast yellow. And speaking of swollen rivers, on Monday Amazon assumed control of Whole Foods. For me, this triggered feelings of concern about the diminishing role that smaller brands might play in such a huge and monolithic economic model. So, Cheerios' loss in the courts provided some reassurance. Our economy is a dynamic system, there is no finish, and, at least for now, we have a rule of law that protects common use of common understanding.  Article: Cheerios Just Lost Its Bid to Trademark the Color Yellow.