At the risk of infringing on anyone’s trademark, let me ask you a question: How? Before you answer, you should know that this single word can suck you into a legally-charged vortex where you’ll find a story that encompasses the three building blocks of modern society: Frivolous lawsuits, the cult-like adoration of overrated business management philosophies, and Greek yogurt. On one side of this era-defining lawsuit, you’ve got management guru Dov Seidman, author of How: Why How We Do Anything Means Everything. On the other side you’ve got Chobani, the makers of the wildly popular Greek yogurt and proud owners of a new tagline: How Matters. As the NYT’s Jonathan Mahler explains, “there have been trademark lawsuits over plenty of common words — ‘pure’ or ‘bliss,’ for instance — but perhaps never one as generic as how.” HTF is the new WTF.