@Jason Spanos: You are right...this does apply to very large brands. If you are an entrepreneur with less than $1M in revenue and you aren't dreaming that your business isn't going to be a household name from the start, your not dreaming big enough. As business owners, it is our responsibility to know about these things now so we can make the necessary decisions from the start of our business idea.
And some people just don't know or think about these kinds of issues until it is too late. And yes, it is a "good" problem to have from one point of view...but when you are experiencing it, I would say from that point of view you are thinking about how much time, effort, money and sweat you have put into a company name/brand just to have it become lexicon and ANY good or bad brand can use it an benefit from it? Sounds pretty pointless.