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Suits and countersuits are flying, according to this story in Multichannel News: http://www.multichannel.com/article/CA6397092.html

"'This case is straightforward, albeit hotly contested; the question is whether the use of a registered trademark by one party [EchoStar], owned by another party [DirecTV], as a keyword to trigger sponsored links on Internet searches constitutes trademark infringement,' EchoStar associate legal counsel Jeffrey Blum said in an affidavit."
 
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