User blog comment:Semanticdrifter/Understanding Trademark/@comment-3417324-20130711115455/@comment-4811793-20130711132732

The application process is a key part of intellectual property.

If you tried to use Microsoft as a trademark on skin care products, I suspect you would find yourself on the wrong end of a "trademark dilution" action. This is slightly different than infringement, and applies when a mark isn't likely to cause actual confusion about a particular product but would weaken the uniqueness of the mark. It was a little beyond the scope of this article, but it's a related concept.

Patents are a whole other kettle of fish.