Considers the historical and continuing relevance of AG Spalding & Bros v AW Gamage Ltd (Taxation) (HL) in establishing property in goodwill rather than reputation as the legal basis of passing off, culminating in its application in Starbucks (HK) Ltd v British Sky Broadcasting Group Plc (SC) on whether a claim by the owner of the Hong Kong NOW TV brand in relation to the UK launch of a NOW TV brand was doomed by a lack of goodwill in England.