They Get It. They Really Get It. Wired reports that "E-Tailers Get Apple Nastygrams." From the article: "'Although on the surface it looks like Apple is being overly heavy-handed with this approach, protection of its brand is important,' he said. 'Authorized Apple resellers, for example, have very clear guidelines to follow regarding the use of trademarks. It appears that this has not been the case for the rapidly growing number of web-based accessory e-tailers, particularly the gray market.'"