MEMORANDUM OPINION
ELLIS, District Judge.
In this trademark infringement dispute, a walk-in medical services provider that identifies itself in its signage as "Urgent Care" sues a competitor for trademark infringement in connection with the competitor's use of the term "Urgent Care" in its signage. At issue on a threshold dismissal motion is whether the term "Urgent Care" is, as a matter of law, generic and hence not protectible.
I.
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