Someone I work with pointed out that a recent clothing line by Lands' End uses f(x) for its registered trademark, and she was wondering (facetiously) whether math books, math teachers writing on blackboards (or whatever they do nowadays), students, and the like will have to pay royalties to use f(x). Maybe the days of f(x) being the first notation choice for a function are behind us, and from this point on it will be g(x)?