I have also blogged on this case at http://www.mcbride-law.com/2010/01/21/southern-cal-beats-south-carolina-in-trademark-case/

What I found interesting was the court focused on the likelihood that some consumers would “exercise little care in making purchases,” and, I guess, would become confused as to which school they were actually supporting.

One can just see the script SC hats popping up all over LA, but for this ruling!