Karyn L. Barr
December 20, 2004 AT 05:00 AM EST

To avoid becoming the next FedEx or Xerox, the marketers behind a popular digital recording device recently announced that it’s no longer okay to use TiVo as a verb or noun (as in ”Dude, TiVo Springer for me” or”Don’t scuz up my TiVo”). ”The only way to protect the value of our brand is by aggressively defending how it’s used,” says chief marketing officer Matt Wisk, who’s targeting the press via scathing letters for misusing the trademark. Great…another four-letter word to dance around.

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