Allowing this opposition to proceed will set 2 very distinct precedents. One, that large corporations (especially those with celebrity backing) can bully and shut down entrepreneurs based solely on their legal and monetary fire power, despite any legal or logical backing to their argument. Two, that the USPTO is losing its ability to objectively review and grant trademark registrations based solely on the law as it’s laid out. You may not register a word that clearly describes a feature or trait, The Honest Company does not own the word Honest. Period.