"Timing has little to do with trademark infringement, it's more about perceived good will in the brand and whether the brands could be confused, i.e. whether they cover the same 'class of goods'"
Except in the US where Intel were able to stop an HR company calling itself Gentium (!).
The real problem is that US law has no concept of "de minimis non curat lex" which in this country would get any potential case thrown out as the risk of confusion was so obviously zero.
(And I hope Kik the company dies painfully of negative cashflow while its executives are left to beg on the streets of Juarez, but that's just my view.)