[tomhoward]

I don’t know anything about the specific cases.

But how does any of us know there’s a way the could handle this in a less hostile way and still be safe before the courts?

Are there examples of other companies doing it substantially better?

[vidarh]

There is no requirement to be hostile. They can always go for the hostile option if the friendlier approach doesn't work.

All they need is to be able to demonstrate that they take action to protect their mark. If they do so by agreeing license terms that covers reasonable uses that is sufficient.

As for examples: Pretty much any company you don't see in the media harassing companies with similar names. Hugo Boss are being exceptionally aggressive here.