What the H?

(This post originally stated in error that Isoclima's Chromalite trademark was registered. It is in fact not, a trait common to many if not most or all trademarks related to SPD.)

A rather amusing sidelight has arisen from Monday's "blockbuster" Isoclima/REFR press release. In the main text of the release, Isoclima General Director Alberto Bertolini talked about REFR's SPD-Smart Glass, "which we market under the trademark ChromaLite(TM)." However, at the end of the press release, the disclaimer reads: "CromaLite(TM) is a trademark of Isoclima S.p.A."

Okay, you say, so somebody made a typo, so what. Admittedly, not a whole lot but... what is the correct spelling of Isoclima's trademark? If one went to the Isoclima website, one might come across their R&D page, which includes a picture of a "test on electrochromic CromaLite® glass". But if one looked up REFR's most recent 10-K, one would find in the licensee trademark list (about five screenfuls down) that Isoclima's trademark name is given as "ChromaLite".

Now, maybe it's just me, but if I had this product which was supposed to be busting into this brand-new, multi-billion-dollar market for switchable glass, I'd think I'd make sure I knew how to spell my product's name. It certainly does leave one to wonder just how much thought Isoclima is really putting behind this whole marketing campaign.

Regardless, as the Vitrium show closes and REFR stock slips back in the direction from whence it came, leaving behind a brand new group of bagholders in the hole on their purchases of this stock, the fact that the press release that triggered their purchases at $4.70 and above contained such a basic error simply adds the insult to the injury.