As Dalton suggests, "be nice" when enforcing trademarks

In the movie Road House, Patrick Swayze's character, Dalton, tells his bouncers at the Double Deuce bar to "be nice".  The article Develop Your Online Enforcement Strategy proffers the same advice. As an example, the article cites CBS allowing images of Star Trek to be on a gravestone, despite CBS having a licensing deal with a coffin maker.