the content of a website (whether it is similar or different to the business of a trademark owner) is irrelevant in the finding of confusing similarity.
By the Respondent's own admission in his Supplementary Submissions as well as in his Response, the Respondent has never at anytime branded or used the name "True Local" in promoting his business or website…. The Respondent's website is merely titled "Local Business Directory[T]he Respondent was already in the business of online local directories and has not proffered any evidence denying his knowledge of the Complainant's business…. ".