When someone set up a website called “fortuneaffilliates.com” (note the extra l) Fortune affiliates blew them out of the water in a second flat.
When I used a search term suggested to me by word finder I was sued for a million bucks ( the suit was actually filed) for trademark infringement.
It is expensive to get out of these suits once filed. I don’t recommend it.
So, negotiate by all means, but don’t let it escalate into a suit.