The triumphant bidder will control a formidable patent portfolio which could fuel billions of dollars worth of offensive patent lawsuits or offer solid defenses against future patent litigation.

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In 2003, Britain's patent office rejected its application as "morally offensive to the public, " but Jesus Jeans registered "Jesus" through the European Union as a "Community Trademark, " valid across the European Union.

WSJ: If You Take These Jeans' Name in Vain, Prepare to Meet Their Maker

Its patent library would presumably allow it to play an offensive as well as a defensive game.

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