Gene Simmons tries to trademark iconic gesture

Kiss veteran Gene Simmons wants to trademark the well known gesture of rock'n roll, the "devil horns".
Simmons claims he invented the gesture on stage 1974.
This has of course upset many people. Some critics say that one simply can not trademark a gesture. And also, it seems like Gene was not first. Check out the cover of the Beatles' 1966 single Yellow Submarine/Eleanor Rigby:

http://www.hollywoodreporter.com/thr-esq/gene-simmons-seeks-register-trademark-iconic-rock-hand-gesture-1013378

http://www.bbc.co.uk/newsbeat/article/40286165/gene-simmons-to-trademark-devil-horns-gesture

http://www.blabbermouth.net/news/ronnie-james-dios-widow-calls-gene-simmonss-attempt-to-trademark-horns-hand-gesture-laughable-and-disgusting/