A Las Vegas man has filed the paperwork to get a trademark on the phrase "Vegas Strong."
Sean Black says he's doing it to help the victims of the 1 October shooting, but it's causing quite a few people to raise an eyebrow.
"The whole reason I trademarked it was because I knew there would be a lot of people that wanted to take advantage of it for their own personal gain, and I didn't think that was right," Black said.
Black has designed the ubiquitous phrase into a logo that he plans to put on car decals and sell.
He says 100% of the profits will go directly to victims and their families.
Even knowing Black's intentions, some people still find the idea of the trademark distasteful.
"You can't sue the guy," said Michael Breen of Monterrey, California. "He hasn't done anything wrong, but in your heart does it feel right? It feels like taking advantage."
If Black wins the trademark, he says he'll allow others to use it as long as any money that's made goes to victims.
The situation is somewhat similar to what happened following a 2011 shooting in Arizona.
A picture of one of the young victims was widely circulated, and the photographer threatened to sue the media outlets for copyright infringement.
After public backlash, he dropped the whole thing.