Why Lawyers Are Dangerous
This brouhaha over O'Reilly's Web 2.0 service mark is proof of why a legal strategy and a business strategy do not always align, or simply why lawyer's can be dangerous, if not absolute complete morons. To be sure we do not know if it was the lawyers or the business people that were behind this gaffe, and no doubt it will ultimately be the lawyers that will be taking it on the chin (comes with the territory) but the point is basically the same. Because you can do something legally, doesn't mean you should. There is no telling how much O'Reilly's reputation (and future profits) have been damaged, but you can rest assured that it will be significant. A mea culpa is certainly forthcoming, but this is a paradigmatic example of where the apology is necessary but not sufficient, because frankly once this negative buzz starts it is hard to get the genie back in the bottle, especially when you have been the one arguing that genies should be free.
The best that O'Reilly can do at this point is to stop the bleeding and to call in some chips from their author community and others tangentially on the payroll to aid in the effort. The rest is left to the Internet gods to sort out and all the organization can do is pray for kindness. Surely a sad state of affairs over a mark that was nothing but a blip in the O'Reilly universe. This blip has already taken on a life of its own (Frankenstein cannot be controlled) and will live on as an example of how not to shoot yourself in the head in law and MBA classes for years to come.












