OPINION
BERZON, Circuit Judge:
This case is yet another concerning the application of established intellectual property concepts to new technologies. See, e.g., UMG Recordings, Inc. v. Shelter Capital Partners, LLC, ___ F.3d ___, 2013 WL 1092793 (9th Cir.2013); Perfect 10, Inc. v. Visa Int'l Serv. Ass'n,
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