USPTO trademark rules are very specific. In order for a trademark to be granted, the mark must be distinctive, so that it avoids confusion with other trademarks. In addition, it must be used in commerce. This means that the product must be offered for sale bearing the mark. Pursuit of trademark is a significant step that might have been unduly dismissed. However, there needs to be some movement of company initiatives in as timely a manner as is humanly possible. Frustration builds if there is no communication from company management.