I'm not sure on EU specific trademark law but Good for the EU in denying this application.
Hormell doesn't operate in a trade that deals with email products. My understanding is that you need to have a product or have intent to in order to register a trademark.
For exmaple, Microsoft can't register a trademark "Microsoft" for a soft drink beverage class if they don't have a beverage to offer for trade, or the intent to.
To me, it seems like the wanted to register the trademark so they can liscense it out to companies that do work in that trade.
Even if they did start offering an email product, they still wouldn't be eligible, to the best of my understanding, because the word is commonly used and now obvious.
To me it seemed like Hormell had less than pure intents, like their less than pure food stuff.
[edited by: Jeremy_H at 12:05 am (utc) on Oct. 6, 2006]