Yes, big law firms charge by the hour of work done for a client. So, if a lawyer spend 8 hours researching other companies that use a portion of the clients name, they get to bill for 8 hours of work. Then, they bill for writing up the legal docs, then they bill for - you get it.
Starbucks Coffee threatened a lawsuit against a single oulet restaurant on an island off the coast of Canada because their name was Haida Bucks - not one word, and not even close. The Haida are aboriginals in that area. Buck is a common term, similar to dude. When I wrote a letter of protest to Starbucks, I got a canned response - "We will vigorously defend out trademark ..." (I want to see a lawyer say "We're going to defend our trademark casually", just for a change.)
I asked them if they planned to sue the town of Starbuck, Manitoba (yes, it really exists, and they had the name long before some coffee upstart). Never did get an answer.
I truly hope the court not only throws this out, but delivers a strong criticism of the lawyers for not having good sens.