How much does a trademark really cost?

 I love this article I recently came across discussing the economics of trademark applications.  I found it interesting that more than 30,000 applications filed in 2017 are now dead.  This cost the filers more than $56 million!  The article also confirmed that the flat fee I charge for new trademark applications, which includes a "quick search" and U.S. Patent and Trademark Office filing fees, is right about average.   What it doesn't discuss is the fact that applicants represented by an attorney are more likely to get a "live" trademark registration, than those who try to do it themselves.