The problem I have is with trademarks being used as nouns but somehow not becoming generic. I searched "Velcro" on Amazon.co.uk. The best selling item is Velcro branded "Stick On". What even is a "stick on"? No reasonable consumer would identify that as a hook and loop fastener without context. "Hook and loop" isn't even written on the front of the packaging. The "Velcro" trademark is clearly functioning as a noun, which means from an ethical point of view it should be generic.