For those unfamiliar with genericide, a company can lose its trademark if its trademark becomes generic.  This can happen if a trademark becomes the actual name for a product, such as the former trademark “Escalator” becoming the term for a moving staircase.  Once this happens, the trademark no longer functions as an indicator that the underlying product is associated with a particular company, which causes the trademark owner to lose its its ability to prevent competitors from using its mark.  A company with real dominance in the marketplace has to go to great lengths to remind and persuade people to use its trademark as an adjective, and not as a noun or verb.  In this case, if Frisbee was concerned about genericide, it would be vigilant about the use of Frisbee as a noun and insist that the term Frisbee disc, or Frisbee® disc, be used.  Such efforts usually include writing to dictionaries, media outlets and also enforcing correct usage within the company.  It’ll be interesting to see if either Frisbee or the Ultimate Players Association write to the Times asking for a correction.