Trademark Challenge for Facebook’s Paper App? Facebook recently launched a new application named Paper. The app integrates your Facebook feed with a news reader. The goal, of course, is to get people to spend more time reading and being exposed to ads on Facebook and its related applications. However, it may come as no surprise that someone else had already thought to name their application “Paper” – FiftyThree, Inc., a San Francisco-based startup, has a popular illustration app with that name. We all know the rules of Rock, Paper, Scissors, but what about Paper v. Paper?