It's been a few years since I looked at a print version of "Writer's Digest," but there would regularly be ads stating Kleenex was a brand name for facial tissue. A number of companies, like Xerox, would do the same thing to protect their trademarks.
As noted elsewhere, while the legal departments hate it, the marketing departments probably love it.
As noted elsewhere, while the legal departments hate it, the marketing departments probably love it.