Plaintiff in this case is a leading provider of financial advisory, investment education, and related online information services and newsletters on a wide array of financial subjects, including the stock market, stocks, mutual funds, retirement planning, cryptocurrencies, and other topics in the field of personal finance. Plaintiff has adopted a humorous theme to its marketing and advertising materials. Plaintiff humbly presents itself as a FOOL, like the jester in a king’s court, to make its advice more palatable to customers. Plaintiff has been using the FOOL trademark and jester themed logos since 1993 and have several different trademarks registered with the USPTO.