KANNE, Circuit Judge.
Susan Spitz, a freelance copywriter, developed a plan to market "pet safe plants" to the burgeoning pet supplies market. She pitched this idea to Amerinova, a company that develops and licenses plant varieties. Although Amerinova expressed interest, the project eventually stalled. When Spitz discovered that Proven Winners, a company partially owned by the owners of Amerinova, had described some of its plants as "pet friendly" on its website and...
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