On January 1, 1970, Arthur Janov published his first book, "The Primal Scream". In March, Arthur and Vivian started treating John Lennon and Yoko Ono. In 1970, Janov registered the name "Primal" as a trademark at the U.S. Patent Office and had his attorneys sue therapists using the word "Primal" to describe their work. The International Primal Association and the Primal Feeling Center challenged Janov's trademark. In 1978, the U.S. Department of Commerce cancelled the registration. "Primal Therapy" is now listed among genericized trademarks that became "free to anyone to use in describing products or services."