Ah...ok...I'd already forgotten about this since it's so darned expensive and, to be honest, I cannot see what we would derive from it since we're already pedal to the metal with production and have been for years.
Certainly I can understand the "Canon" and probably several other well-known brand registrations but for most companies Webwork's on the money.
It will be interesting to see what companies like Coca-Cola, Mercedes, Sony etc do and for what they actually use it, assuming they even bother. I've always gone with the K.I.S.S. principle and this could create a lot of headaches if a corporation suddenly decides that all dealers/resellers/repairers/distributors/whatever all have to be under the same umbrella...the more I think about this the more I shudder and realise there's a new job department for life with this idea!