But if you didn't buy it with the intent of profitting through the association with Coca Cola, it doesn't *have* a market value. Well it does, but it's about $10.
Very true, thats fair enough. What i was thinking though is if a site has already got a domain name and is appropriate for the site, if a new company (that was not around b4 registration) comes along, i dont think its fair if they simply take it by trademark.