As JustFab told the USPTO trademark examiner: “To be ‘just fab’ (or ‘just fabulous’) means to be happy, wonderful or great in some way, shape or form. It connotes a present sense of being.”

“Fab,” on the other hand, does not share this same connotation,”

But wait, there’s more!

Fab.com also claims that statements JustFab made to the USPTO while applying to register “Just Fab” as a trademark invalidate its current claim that “Fab” and “Just Fab” are easily confused.

The USPTO initially refused to register the “Just Fab” mark because it said it would be confused with the mark Fab, which was registered in 2006 by a swimwear and lingerie company called Fab Product Designs that is unrelated to Fab.com or JustFab. In response, JustFab (then called Just Fabulous) argued that “Just Fab” and “Fab” were unlikely to be confused.

As JustFab told the USPTO trademark examiner: “To be ‘just fab’ (or ‘just fabulous’) means to be happy, wonderful or great in some way, shape or form. It connotes a present sense of being.”

“Fab,” on the other hand, does not share this same connotation,” JustFab explained to the USPTO. “While ‘FAB’ by itself could be taken to mean ‘fabulous,’ it could also be interpreted as an acronym for another phrase or an abbreviation for a different word. Because ‘Fab’ by itself does not share the same connotation as ‘Just Fab,’ Applicant submits the likelihood of confusion here is very remote.”

http://techcrunch.com/2013/11/01/fabcounterclaim/