"MountainBikes" was the name of our company and our product. We spelled it as shown, but it also appeared as two words.
In 1980 I realized it was a great name, and I decided to trademark it. I looked in the local business directory and picked one of the two attorneys specializing in trademarks and copyrights. I contacted him and paid what seemed like a princely sum for him to fill out a two page form.
Some weeks later he received a response from the Commerce Department asking whether these bikes were made specifically to use in the mountains. The answer to that question was the one d***ed thing I paid that guy to know, and the answer should have been, "No, you can ride them anywhere."
Instead he said yes, they were specifically designed for use in the mountains. You can't trademark a description, such as "red car." His answer made our company name a description as far as they were concerned, and the trademark was denied.
For several years we bluffed the entire industry, which assumed that we owned it. Bicycling Magazine even held a contest to decide what to call these new bikes flooding the market, since using the term "mountain bikes" was clearly advertising for Gary and Charlie. And "klunkers" does not really fit when the bike is hand made and costs $1500.
And the winner was..."All-Terrain Bike," a clumsy handle that never did catch on. Eventually someone did a little research, the cat got out of the bag, and the industry took its name from our little shop in a rented firetrap of a garage at 1501 San Anselmo Avenue.