The mistake made by 1-718-Mattress is they did not distinguish themselves as a company with another name. Had they been Neighborhood Mattress Inc., with 718-Mattress published alongside, then 1-800 Mattress could not have had a claim that 1-718 was using a confusingly similar name. The use of a phone number and its spelling is a right for any holder of a toll free or other prefix. Telephone numbers are part of a public trust and must be fairly available to anyone on an equal basis. Responsible Organizations (RespOrgs) must honor the rules that distribute phone numbers fairly according to law.