I am not going to attempt to offer legal advice, however, as someone who works in the field of Intellectual Property (IP), I think that more information is needed before everyone gets too upset.
First, be sure which form of IP is being pursued because this will affect the standards that their application will be held to, the protection provided, and dictate the strategies for attacking the application.
Second, consult an IP attorney.
Third, a few response to comments made so far:
"I know it’s probably possible to trademark anything, even really commonly used phrases, ".
Genericness is a common reason for rejection of trademark applications because the purpose of a trademark is to identify one’s product and distinguish it from the products of others. Also, FYI, here are some classic examples of registered Trademarks that were lost because they were improperly used and became “generic”: Aspirin, Kerosen, and Escalator.
FYI, “merely descriptive” is another common grounds for rejection in a trademark application.
“That company is getting ridiculous. They made DK pay and Peak change their design. What is this world coming to?”
The purpose of a patent is to protect the party’s investment in research and development, by preventing competators from copying their invention, thereby encouraging innovation. If you spend $1M in R&D, and I spend a fraction of that to copy your invention, then I can undercut your price and make a profit, while you struggle to break even. How is this fair, or beneficial to anyone but the infringer? Who is the bad guy in this scenario? IP protection is only beneficial if it is enforced. In fact, IP protection can be weakend, or even lost if reasonable efforts are not made to enforce it.
For more information regarding IP protection, see: Title 35 of the United States Code ( 35 USC) and the Title 37 of the Code of Federal Regulations ( 37 CFR) for Patents; Title 15 of the United States Code ( 15 USC) for Trademarks; and Title 17of the United States Code ( 17 USC) for Copyrights.
Respectfully,
Dave Fulton