By Toni Eid, Editor in Chief, Telecom Review As a Canadian editing the world's largest telecommunication media publication, I enjoyed reading about the lawsuit between TELUS Communications and Shaw over the use of "Fibre+" by Shaw in their marketing offer. I asked my technical team to help formulate an opinion. Just like Crest Whitening was trademarked by Procter and Gamble as a good marketing move, it seems Shaw is intent on branding and owning fibre with its “fibre+” services offer.