U tim okolnostima sposobnost trgovačkog društva da dijeli buduće koristi nastale od marketinških aktivnosti ovisi o biti prava koja ima nad žigovima ili robnim markama.
Amazon Final Transcripts: [Vice President Technology – Software Development, Amazon Corporate LLC, Förenta staterna, tidigare Vice President of Kindle, Amazon Corporate LLC, Förenta staterna], vittnesmål den 18 november 2014, punkterna 35413540: 24–25, punkterna 3541:1–25, punkterna 3542: 1–25: ”Q:[…] And given that these deals involved services and technology, how did Amazon price them?