Malachi

The key to trademark protection is the "aggressive protection" of a trademark; failure to do so usually results in trademark dilution and loss of the special protection afforded trademarks. This aggressive protection is doubly hard when the mark has already become widely used by others.

Given the fact that Linden Lab is likely not able to aggressively protect a lunch bag, I wouldn't worry so much. I read a suggestion that instead of writing "Second Life" one should write "That thing, you know, with the stuff that barely works". I think that would be in keeping with the spirit of the new policy.