buckworks - 11:54 pm on Dec 28, 2008 (gmt 0)

there is not one site A, but scores, hundreds, thousands

Nope. A trademarked name would apply to a very limited number of sites, in many niches only one. Everyone else would only be talking about it.

And you reckon that honest SEO can make site B - with zero mention of the keyword - get into contention?

Yep. I'd question whether it would be a productive use of promotional energy, but I would not question that it could be achieved.