Branding and social media have a very tumultuous relationship. The Fine Bros. are learning this more publicly than most.
If you haven't seen all of the drama around the brothers or you don't know who they are, they run a popular YouTube channel that is based on the singular concept of watching people reacting to things is funny. They have had a lot of success with this formula and decided to do what they could to protect it with a trademark on 'react'. Then people started reacting in a very, very bad way. What did they do? Rather than wait out the storm they reacted and removed their trademark claim and released all their previous claims on YouTube.
In the end, it'll most likely be as if none of this ever happened, the the Fine Bros. channel will just have lost a few hundred thousand YouTube subscribers in the process. Better luck next time boys.