Up until last week, the Fine Bros' biggest claim to fame was their YouTube series of videos that revolved around a "reaction" gimmick, in which they filmed children, elderly people, or other groups of people as they happened upon some popular toy, show, or object. That changed on Tuesday when the duo announced plans to expand its empire—which involved the real-life brothers filing a trademark claim on the word "react."
The resulting backlash proved so monstrous that the duo made an official announcement late Monday backing off of every initiative they'd announced on January 26. "We're here to apologize," the Fine Bros wrote, before confirming that they'd rescinded all trademarks and applications pertaining to the word "react."
Additionally, the duo confirmed that it would shutter a new "React World" initiative before it had even taken off. As announced, React World would have allowed other video makers to pay the Fine Bros to license their react videos' "format." The Fine Bros tried comparing what they had to offer to the proliferation of "Got Talent" TV series across the globe, but critics complained about an aggressive takedown wave in the meantime. Several YouTube channels complained that they'd received takedown notices from Fullscreen Inc, a company related to the Fine Bros, over their own original "react" videos.