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@andyp
But what gives them the right to trademark a town in northern France? It's not like they were the first, or last, to try and give their brand a certain legitimacy by using the name in a cycling product.
It's corporate douchebaggery of the highest order, picking on the little guy who can't defend himself.
The fact that it's turned into a huge PR disaster shows how misguided the decision was in the first place.