...that Patek’s Calatrava is Tiffany and your ten examples (plus others) are Costco? Put another way: Patek is the OG and the others get away with it because it’s the real world. Which would not be entirely unreasonable, if the proprietary use has been overtaken by common usage. As you say: much like Kleenex, Hoover, Jeep, Durex, Scotch Tape etc etc. You can’t help but think, though, that many brands would be thrilled for their name to be the by-word for a product. That may not always be the case.