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We are all motivated to seek out rewards and avoid punishments (Skinner, 1974).

When rewards outweigh punishment, people perform behaviors.

This week, I will discuss how that double-bind for women may have resulted in a double-bind for men as well.

Today, men are given confusing and contradictory advice.

Justice Birss QC said that because Plentyoffish Media did not have any customers in the UK it did not own any "goodwill" rights over UK marks owned by rival Plenty More LLP.

The judge dismissed the US firm's claims that Plenty More was "passing off" its dating service website, "plentymorefish,com", as its belonging to the US brand.

In the UK if you can prove that your use of a trademark has established "goodwill" in the business associated with that trademark, then this goodwill is protectable. If another trader "passes off" their services as being yours and appears to claim that their services are yours or that you are in some way connected or have endorsed the services, then you can take action.

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You can claim damages or seek an injunction to prevent that use, so long as you can show that you have or are likely to suffer damage as a result of the use.

Overall, they report that there is often little incentive for men to date and even less for them to consider long-term commitments.

In a previous article, I put forward the notion that individuals were not "afraid" to date—rather they simply did not have sufficient incentive to do so (see here).

"Deciding who constitutes a UK customer from the point of view of a services business may involve tricky questions in some cases but as a matter of law in my judgment customers of some kind are required.

Thus [the IPO] applied the right test when [it] sought customers (or a business) within this jurisdiction," he said.

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