In Iancu v. Brunetti, the U.S. Supreme Court struck down the ban on immoral or scandalous trademarks as the Lanham Act's prohibition on these trademarks violate the First Amendment. Erik Brunetti owns a clothing brand and when there were knocks offs, he decided to trademark the brand name. Brunetti won the case, after having been denied the trademark registration for "FUCT" which is connected to a clothing brand - FUCT stands for "Friends U Can't Trust." The U.S. Supreme Court stated that the bar on these marks is unconstitutional because it discriminates on the basis of viewpoint.

What do you think? Why is the trademark right important for Brunetti and his brand?