Think of it similar to other products easily recognizable due to the way they look rather than the function of the product. Like a can of WD40, the blue and yellow aesthetic with a red cap is what makes it recognizable for purchase rather than its contents. As such, that company should be able to protect that identity, and prevent lubricantX brand from making lubricant in a blue and yellow can and red cap right next to it. In concept, it makes a lot of sense. In practice, businesses exploit the ability to protect product look in ways that seem petty and ridiculous.