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Well outside of the fact that Google and other search engines have mechanisms to address trademark abuse in search results, and your site would likely be penalized or removed from rankings. That being said if they find out then you'd be asked to stop it - then they could take over your website etc. its also the idea of their trade name not wanting to be smeared in any way as they would have no control.
Now thats a far out example - smaller less known sites likely could get away with it but best practice is to use a little more imagination and think of a better name
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