First there was First Bank McKinney, whose first concern was in not playing second fiddle to a newcomer who at first said it wouldn't call itself First Bank Texas.

Banks are obsessed with the word "first" and will do almost anything to get it at the front of their names - and to keep it out of the names of competitors. In the central Texas town of McKinney, this obsession landed a St. Louis holding company in court to answer charges of trademark infringement.

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