A very long time ago, people accessed websites by entering sometimes-lengthy ip addresses into the address line of a browser. Now, and at a faster and faster pace, people access the internet by means of a single touch upon an “app” on their mobile device. It’s a fair bet that many, if not most people, do not know the internet address to which their apps direct them. On my trusty iPhone 5, I measured the size of he icon for each app. As near as I could tell, they were about 9 mm square. I suppose that on a larger mobile device, they might be a little larger. But in the end, let’s face it, they’re darn small. And thus lies the rub. The smaller and smaller the representation for a business, and the faster and faster we access them (like with a single fingertip touch), the more difficult and critical it is to tell them apart. Enter the realm of trademark law, specifically PayPal, Inc. v. Pandora Media, Inc., Case 1:17-cv-03816 (S.D.N.Y.)