Well, this case also has a nasty smell because Backcountry.com is, having recently launched a new product, just now is deciding that a bunch of existing businesses encroach on its trademark. (And possibly "picking on" smaller businesses, who are likely to have a much lower level of legal resourcing, but that's not completely clear.)

Trademark defense is one thing if you're proactive about it -- and as I understand it this is even a legal requirement for keeping the mark. Attacking another longstanding business because you've changed your business plan is, well, at least mildly sociopathic.