Ralph founds Signify Inc. to make and sell products bearing the names of Tau Kappa Epsilon (TKE) and other fraternities and sororities. Among other venues, Signify sells its products online through Web sites that incorporate the fraternities' and sororities' names and abbreviations into the URLsfor example, "tkestuff.com"without their permission. On what basis might the fraternities and sororities maintain a successful suit against Ralph and Signify? How might this dispute have been avoided?