Yeah, because now that Sony has a game with the title Horizon, it means that some other game can't use the title "Dark Horizon" even though dark horizon is somehow representative of their game, and in no way is trying to infringe on trademarks or make it's name off the back of another game's success.

While I understand that there are companies that will unscrupulously subvert the intention of trademark laws to actually try and make a name by tricking the ignorant, but at the same time, companies that try to say they now own a word, basically remove that word from common usage so no other game can use them. The longer such things continue, the fewer words that can actually be used within games.

Context is key, and a word used in a sentence is not the same as a single word. Zenimax owns the right to use the single word as a title, or for a series of titles. But, they should not own the rights to prevent the word from ever being used again by anyone.

I think this is particularly true because the vernaculars used for game titles tend to be pretty narrow as it is. Think about the general genres, and they all focus around certain things which have limited amounts of words to describe them. Imagine if some game called "War" came out, and they somehow gained the trademark, and decided to exercise their rights to protect said trademark. This means that game titles like Gears of War, or God of War, or Warframe could not exist. Even though those titles are in no way related to the title that owns the trade mark. That's the situation we have here....where the single word is now basically owned by an entity, and the screwed up trademark laws basically require that zenimax protect the TM, even if they don't personally have a problem with another game using the word within the title.