I don't disagree with you on any of your points and will say I have, up to now, followed what I thought were the rules.
However.......... in some cases we are talking about real words, not words that are made up, being combined with other words. So for example, how many companies do you think there are that have the word strategy in them? The full word strategy, I mean. It's not plagiarism if another company also has strategy in their name. StrategyPartners, StrategyInvestors, etc. Some words are more unique sounding than others but they are still real words. How many "rock" companies are there now?
Right now my feeling is that what is good for the goose is good for the gander. If I am losing 5 contests a month because I won't use the word strategy (just for example), I am the one with the problem. If the CH wanted strategy and I gave them "ChessMoves" or strategy in a foreign language or whatever, then we both lose.
So I have been thoroughly convinced now that I am OK using Strategy (again, just an example) 50 ways to Sunday even if eleventeen million people have used it and won in the last week.
PS: SH rules do not say we can't use a word that has been used before. We CANNOT, however, use the exact name. And I do mean exact.