I don’t understand why Tivo would protest this, other than to generate publicity for themselves which, might very well be the point. Seems that to become part of the language is a great thing for branding … see Kleenex for Tissues and Coke for cola as examples.
However, the company has recently stepped up efforts to police just how its trademark is used in a sentence. Using TiVo as a verb, for instance – as in “to TiVo” or “I TiVoed ‘The Apprentice’ last night” – is forbidden.
The company has begun sending letters to news organizations whenever it sees the term misused. “We’ve gotten more aggressive,” said Kathryn Kelly, a TiVo spokeswoman. “It’s a much more talked-about subject now.”
Running a close second among uses the company frowns on is “TiVo-like.”
“We do aggressively protect our trademark,” Ms. Kelly said, adding that with competing digital video recorders entering the market, TiVo wants to keep its name from going the way of Xerox or Kleenex. [New York Times]