An interesting point. If I go out and sell a product using another's trademark, they can prevent me. The idea is that I am gaining unfair benefit from the goodwill and reputation they have built with their customer; their customer associates a certain standard with the trademark, and the trademark owner wants to exclude others from benefiting frm their investment in that trademark.

I guess there is nothing illegal about the owner of the trademark itself degrading the standard expected by their customers and profiting -- as Environ-Metal seems to have done in this case -- on the expectations those customers associate with their trademark.

I have found other confirmations of your point around at other sites on the net. I have not entirely convinced myself that you are correct, but there is a strong flavor of right in what you have said. Why come up with a "Hevi-Shot Duck" label? Why use the motto "heavier than steel?" I will continue to investigate this. If I satisfy myself that this is true -- Hevi-Shot Duck is less dense than lead, particularly about 9.9 grams/cc -- I will take some pains to promulgate this information. I see that Cabela's trumpets the density of Hevi-Shot Duck as being akin to its former density. I may have to give them a call and ask them if they are going to change that representation. I think that would qualify as false advertising.