POSNER, Circuit Judge.
The parties to this trademark suit are competing providers of sewer and drain cleaning services to consumers in Milwaukee. Blau, the plaintiff, alleges that S.O.S., the defendant, infringed Blau's "trade dress" in a "location box" which appears in the plaintiff's advertisement in the Yellow Pages, thereby violating section 43(a) of the Lanham Act, 15 U.S.C. § 1125(a). A pendent claim charges violation of Wisconsin's false-advertising law...
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