Switzerland’s most famous cheese took it on the chin recently when a U.S. judge ruled that Gruyère is generic. American dairies have made Gruyère for years, he reasoned, so how can the Swiss claim the cheese is theirs? “The factual record makes it abundantly clear,” the judge wrote, that American consumers think of Gruyère as a type of cheese, not a product from a specific place. The Swiss will appeal, so the matter isn’t settled, but it’s a setback for those who believe we should respect European names like Asiago and Fontina. I wondered how the ruling was going down with people who sell both imported and domestic cheese.