Why corporate naming battles will become more prevalent

• This comes shortly after Chime, a San Francisco-based fintech valued by VCs at over $14 billion, agreed to stop calling itself a "bank," in a settlement with California regulators.
• Texas legislators on Tuesday passed a bill that would prohibit food-makers from using words like "meat" or "beef" in their names if they don't contain actual animal products. The legislation was supported by cattle ranchers, and opposed by companies like Beyond Meat and Impossible Foods (maker of the Impossible "burger").

The ostensible goal of these rules is consumer protection. Truth in advertising. At the same time, though, they can run up against free speech rights and the reality that innovation has a habit of remolding definitions.

The bottom line: Expect such fights to become more prevalent, as both startups and incumbents seek to literally define their industries.