Unlike typical consumer confusion in which the second (junior) user of a mark "cashes in" on the goodwill generated by the first (senior) user of that same mark, reverse confusion occurs when the second user becomes better known than the first user. Thus, the first user looses the opportunity to control its own reputation and goodwill. Consumers may even disrespect the first user assuming the second user is the original, while the first user is merely a copycat. The first user is virtually always the prevailing party in any trademark litigation.