Let me ignore your sarcasm and vitriol, and put this in a way you might relate to: you take pictures, right? Let's say you, instead of spamming flickr and instagram, built your own web site, filled with your pictures. Let's say you call it Z-Photography. You work on it for five years and get a pretty decent following of people who enjoy your work and buy your prints, of, let's say, buildings and cityscapes, so you trademark the name "Z-Photography" for your works - maybe you even put out a few coffee table books, as a series. Suddenly, eight years after you start your web site, and three years after you have a confirmed trademark on Z-Photography, a large corporate entity which sells stock photography comes out with a line of stock photos of cities for publication (which is, BTW, how you make money freelancing as a photographer when you're not doing weddings and senior portaits, as I'm sure you know) as well as a couple coffee table books, and calls the whole thing "Z-Photography" - the photographs aren't the exact same, but they're of buildings and cityscapes (just like your photographs!) - and they even use one of your sub-gallery names as their personal web address! Suddenly, when people search ThePlaceWherePeopleBuyPrints (let's say Etsy, even, hmm?) for Z-Photography, it's not YOUR stuff, but some other person's! When they search for your coffee table books on Amazon, it's not your books, which have been out for years, but this brand new stuff.
The issue here is that he must defend his trademark to maintain it, and that this woman and HarperCollins are stealing a brand he's been building for years. It could just as easily happen to you, or me, or anyone else who creates anything.