[venomsnake]

I think that trademark dilution is in place. Also it is tricky - if it comes to mean Japanese (as the territory), I will just put some third rate cattle on the disputed islands under Russian administration and it will become as Wagyu as they come.

Personally I think they decided to take smaller slice of much bigger pie - if the world gets a taste for Wagyu - there will be a lot of money in the business. And as long as they make sure they are providing among the best stuff - they will always be able to sell everything with a premium.