The notion of what can be protected has undergone a radical change in scope in the last few years. Many business processes can now be patented, for example. Persona and Trade Dress protection has become quite strong. Trade Secret is assumed as long as an organization exercises diligence in protecting it. Ownership cannot be passive.
Extreme diligence is required.
IP is hard to get and easy to lose. This is sometimes misunderstood. It can be seen as harassing and nit picking. However, how a trademark is presented on a page can lead to loosing of that mark. This is just the way it is .