The article on The Washington Post website this morning was short, perhaps a dozen or so paragraphs that didn't do anything more than what the headline did. And the headline did plenty in putting the words underneath it into context.
The eight words in the headline read: "Supreme Court refuses to hear Redskins' naming case."
There, it's done. Native Americans have lost what might be the final fight in their efforts to strip the Washington Redskins of the trademark attached to the team's nickname.
That's no small matter, because if stripped of the trademark, the franchise would have jettisoned this disparaging nickname faster than a stripper peels off clothing. For the team would be unable to market the nickname exclusively, which would allow anybody else to peddle merchandise freely with the team's nickname and logo on it.
In essence, it would make no "cents," as in dollars and cents, for the NFL franchise to keep a nickname that had no commercial or marketing value, despite its public appeal.
The U.S. Supreme Court made no comment, The Post article said, about its decision not to hear the case, which had wound its way through lower courts since 1992. It then landed in the high court's hands.
Now what?
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