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I think the OP is referring to sites like YouTube.com, who services are limited to the web-site itself. Assuming they would like (if they haven't already) to TM their name, how would they go about it.
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You are missing the point, actually a couple of points here.
If I was using blah.com as a website at which people shared photos, then I'm certainly providing a service.
The question is what am I using as a mark. Consider the following scenarios:
1. You could go to
www.blah.com, and I could have a page there saying "Welcome to JohnnyB's Photo House" and no mention of either "BLAH" or "BLAH.COM" on the web site. In that situation I am not using either BLAH or BLAH.COM as a mark on or in connection with the service. I am using "JohnnyB's Photo House" as a mark for the service.
2. You could go to
www.blah.com and I could have a page there saying "Welcome to the Blah photo sharing service". In that case, I am using "BLAH" as a mark for a photo sharing service.
3. You could go to
www.blah.com and I could have a page there saying "Welcome to the Blah.com photo sharing service". In that case, I am using "Blah.com" as a mark for a photo sharing service.
Your attempted distinction of "services limited to the website itself" is a distraction.
Read Section II of this:
http://www.uspto.gov/web/offices/tac...s/guide299.htm
And then come back here and explain In re Eilberg in your own words.