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`UNITED STATES PATENT AND TRADEMARK OFFICE
`____________
`
`BEFORE THE PATENT TRIAL AND APPEAL BOARD
`____________
`
`FITBIT, INC.,
`Petitioner,
`
`v.
`
`ALIPHCOM, INC., d/b/a JAWBONE,
`Patent Owner.
`____________
`
`Case IPR2016-00714
`Patent 8,446,275 B2
`____________
`
`Record of Oral Hearing
`Held: June 13, 2017
`____________
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`
`
`
`
`Before BRYAN F. MOORE, TREVOR M. JEFFERSON, and
`MIRIAM L. QUINN, Administrative Patent Judges.
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`Case IPR2016-00714
`Patent 8,446,275 B2
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`APPEARANCES:
`
`ON BEHALF OF THE PETITIONER:
`
`
`DAVID OKANO, ESQ.
`NAVEEN MODI, ESQ.
`MICHAEL C. HENDERSHOT, ESQ.
`Paul Hastings LLP
`1117 South California Avenue
`Palo Alto, California 94304
`
`ON BEHALF OF PATENT OWNER:
`
`
`RICHARD TORCZON, ESQ.
`WES DERRYBERRY, ESQ.
`Wilson Sonsini Goodrich & Rosati
`1700 K Street, NW, Fifth Floor
`Washington, DC 20006-3817
`
`
`
`
`
`The above-entitled matter came on for hearing on Tuesday,
`June 13, 2017, commencing at 10:00 a.m., at the U.S. Patent and
`Trademark Office, 600 Dulany Street, Alexandria, Virginia.
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`Case IPR2016-00714
`Patent 8,446,275 B2
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`P R O C E E D I N G S
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`JUDGE MOORE: Good morning. We are here for the
`hearing in IPR2016-00714. I am Judge Moore and with me today
`are Judges Jefferson and, remotely, Judge Quinn.
`Starting with the Petitioner, who do we have here
`
`today?
`
`MR. OKANO: David Okano with Paul Hastings for
`Fitbit, Incorporated.
`MR. HENDERSHOT: Michael Hendershot of Paul
`Hastings for Petitioner Fitbit.
`MR. MODI: Good morning, Your Honors, Naveen
`Modi on behalf of Fitbit as well.
`JUDGE MOORE: And for Patent Owner?
`MR. TORCZON: Richard Torczon for Aliphcom,
`doing business as Jawbone. With me Wes Derryberry, and
`shadowing from our office we have Shan Liu.
`JUDGE MOORE: Thank you.
`Petitioner has the burden, Petitioner will go first, will
`have 30 minutes with an opportunity to reserve time for rebuttal,
`and following your opening presentation, Patent Owner will have
`30 minutes.
`Unless there's any questions, Petitioner, you may begin.
`MR. OKANO: Your Honors, may I approach?
`JUDGE MOORE: Certainly.
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`MR. OKANO: One quick question before we start.
`Will there be a timer for me to see my remaining time or is that
`something I will need to keep track of on my own?
`JUDGE MOORE: Yeah, I think you need to take care
`of that. We have something here, but I think the only thing that
`they can see is the lights.
`MR. OKANO: Okay.
`JUDGE MOORE: So, yeah, the best for you is going to
`be to keep the time yourself. I certainly can --
`MR. OKANO: That's fine, as long as I know.
`JUDGE MOORE: I certainly can let you know once
`you tell me how much time you're going to take for your opening,
`I can let you know when you're close.
`MR. OKANO: I would like to reserve 10 minutes for
`rebuttal.
`JUDGE MOORE: Ten minutes.
`MR. HENDERSHOT: I have a watch, Your Honor,
`you won't be offended if I pass him a note to let him know the
`time?
`
`JUDGE MOORE: Certainly, you can pass notes.
`MR. HENDERSHOT: Very much appreciate it.
`JUDGE MOORE: Sure. And any time you're ready.
`MR. OKANO: Okay, again, I'm David Okano of Paul
`Hastings for Fitbit, Incorporated, and the patent we are
`challenging today issued without the benefit of its claims being
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`properly shaped by a relevant prior art reference. This reference,
`of course, is Hoffman, which is Exhibit 1003 in the record.
`Our papers highlight the teachings of this reference,
`which is assigned to Nike and is entitled an athletic activity user
`experience and environment. In response, the Patent Owner
`advances a broadest reasonable interpretation of the phrase
`"target score" that is inconsistent with the language of the
`independent claims, inconsistent with the language of the
`dependent claims, inconsistent with the teachings of the
`specification, and also inconsistent with an agreed-upon
`construction in a related proceeding.
`On the other hand, the Board's preliminary construction
`of "target score" under its ordinary meaning to encompass a goal
`is consistent with the intrinsic evidence. That being said, in our
`papers, we submit that we have shown that even under the
`affirmative portion of Patent Owner's narrow construction,
`Hoffman anticipates the relevant challenged claims of the '275
`patent.
`
`So, in my opening time here, I plan to discuss the
`disputed "target score" term, as that is kind of the center of the
`parties' dispute, and perhaps provide a more full and accurate
`characterization of the Hoffman reference than is in Patent
`Owner's response. And, of course, I'm happy to answer any
`questions from the panel.
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`JUDGE MOORE: And I don't think I mentioned it, but
`as you go through the slides, please mention the slide number
`because the remote judge, I'm not sure, sometimes in this room
`she can see the demonstratives, but usually she cannot.
`MR. OKANO: Okay.
`JUDGE MOORE: So if you would do that, and if you
`refer to evidence on the ELMO or something other than your
`demonstratives, please describe it and give us a moment as she's
`going to have to find it and pull it up.
`MR. OKANO: Very clear, I will be --
`JUDGE MOORE: Obviously for both sides.
`MR. OKANO: I will be very explicit in any references
`to the slides and to the evidence.
`JUDGE MOORE: Thank you.
`MR. OKANO: So, as I mentioned earlier, the primary
`dispute here centers on the phrase "target score," and whether the
`Hoffman reference teaches this target score under its broadest
`reasonable interpretation. And just to kind of narrow the issues,
`Patent Owner in this trial has chosen to limit its responses to this
`term, and to Hoffman's alleged, purported and we believe clear
`disclosure of that term.
`In fact, the testimony of Petitioner's expert, Dr. Musen,
`is unrebutted and unchallenged as to the factual issues underlying
`the disclosure of all the other references or limitations of the '275
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`patent's claims. And Patent Owner has not offered any argument
`supported by testimony by its declarant for any other limitation.
`And to be candid, Patent Owner has also made several
`other arguments, all of which rely, however, on subsidiary factual
`issues, again, where the testimony of Petitioner's expert,
`Dr. Musen, is unrebutted and unchallenged in the record.
`We believe we have adequately responded to these
`issues and arguments in our papers, but certainly if the Board has
`any questions, I'm happy to talk about them.
`JUDGE QUINN: Counsel, you stated in your
`introduction that there was a -- there had been an agreed
`construction?
`MR. OKANO: That is correct.
`JUDGE QUINN: In related litigation. What was that
`agreed construction?
`MR. OKANO: So, as mentioned in our petition, this
`dispute arose out of an ITC investigation where Patent Owner has
`asserted infringement of the '275 patent, among others, against
`Petitioner Fitbit. This proceeding proceeded through claim
`construction, at which time the parties agreed of the number of
`patents that were in the investigation, only three terms required
`construction, and all other terms carried their ordinary meaning.
`And none of the -- and the parties agreed that all terms of the '275
`patent should be interpreted under their ordinary meaning,
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`according to the Phillips standard, you know, applicable at the
`ITC.
`
`So that is -- you know, that, again, is actually in our
`petition, why one of the -- one of the many reasons why we
`interpreted all terms under their ordinary meaning, because that is
`consistent with what the parties had done in this related
`proceeding.
`JUDGE QUINN: Understood, but on your petition, you
`didn't expressly state a construction, you just stated that the term
`has a plain and ordinary meaning.
`MR. OKANO: That is correct. You know, as the
`Board cited in the TriVascular decision, you know, the terms
`need only be construed to the extent required to resolve the
`parties' dispute, and here, it is sufficient that the term is
`interpreted under its ordinary meaning, and to encompass a goal,
`you know, as was noted in our petition, and by the Board in its
`institution decision.
`JUDGE QUINN: Is the term in dispute at this point on
`the scope of the plain and ordinary meaning, or is it a dispute that
`the plain and ordinary meaning does not apply to this term?
`MR. OKANO: The dispute is that the plain and
`ordinary meaning does not apply to this term. During -- if I may,
`Patent Owner's response clearly states that they intend to define
`the term, and I will -- I can read that off to you verbatim, I have
`it. In the table of contents, under their claim construction, for
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`"target score," they say, section 3(a)(1), "the claims in
`specification define target score as a value indicative of state or
`conditions of health and physical wellness for a user that the user
`strives to maintain."
`And certainly in our deposition of their expert, who
`Patent Owner relies on for its construction, he repeatedly, and,
`you know, expressly said, this is a case of lexicography. I will go
`to -- I am looking at slide number 6 of our demonstratives and I
`will just read this into the record. The question is, "And is that
`consistent with the analysis you applied in construing the claims,
`that the ordinary meaning should not apply because the
`specification defined the term 'target score?'
`"Answer: That's correct."
`That's at the transcript, Exhibit 1014, page 38, lines 17
`through 21. And their declarant also stated that he read through
`the legal section in the Board's institution decision on the legal
`standard required for lexicography as opposed to ordinary
`meaning, and he again confirmed that that is what he believed
`applied here.
`JUDGE QUINN: So, my question is, then, if we do
`agree with you that the plain and ordinary meaning applies, is
`there a need to expressly construe the term, and if so, what is your
`proposal for that construction?
`MR. OKANO: Your Honor, we believe that there is no
`need to expressly construe the term, other than to note that it is --
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`it can be understood according to its ordinary meaning under its
`broadest reasonable interpretation, and in this context, that
`encompasses a simple goal, a target number, a simple goal. Or as
`we discuss in our reply, I'm looking at slide 9 of our
`demonstratives, and this refers to the '275 patent, Exhibit 1001 at
`35, lines 56 to 67. And here, the specification, again, we're not
`saying this is definition, but the specification is giving examples
`of what a target score may encompass, and it says, "A target score
`can be a range of values or can be a function of any number of
`health and wellness representations."
`JUDGE MOORE: All right, can you go to column 38
`of the spec at line 46 and 47, if I'm lining it up correctly. Can you
`bring that up?
`MR. OKANO: Your Honor, I apologize, I'll have to
`bring up the -- switch to the ELMO.
`JUDGE MOORE: If you have it in front of you.
`MR. OKANO: I have it in front of me.
`JUDGE MOORE: Well, we can work with that and
`then I will just read it here. It says, and I'm omitting the leading
`in, but it says, "Target score indicative of an optimal state or
`condition of health and wellness for a user." And so my question
`to you is, why is that not definitional of "target score?"
`MR. OKANO: Your Honor, that is -- we understand
`that is an example of what target score may be. In fact, we
`don't -- Petitioner does not dispute that a target score can
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`encompass what Patent Owner proposes as its definition. That is
`part of the -- that falls under and within the ordinary meaning of
`the target score; however, you know, as the specification makes
`clear, it's not so limited. I mean, this portion of the spec gives
`other examples of target score, which say it can be a range of
`values or, you know, a function of any number of health and
`wellness representations. These, again, are additional examples
`that fall within the scope of the term under its broadest reasonable
`interpretation.
`So the portion you read, that is a target score, we do not
`dispute that; however, that is just one example. That is an
`example of something that the term encompasses within its
`broadest reasonable interpretation.
`JUDGE MOORE: All right. And does a target score
`need to exclusively be related to health and wellness, and if not,
`why not?
`MR. OKANO: So, again, returning to this portion of
`the specification, the target score -- it clearly explains that the
`target score can be a simple range of values, and, in fact, that is
`borne out in other examples as well. I'm looking, Judge Quinn, at
`slide 11 on our demonstratives. This is Exhibit 1001 at 44:12-24.
`And there are two examples of a target score as explained in the
`spec. This is the first of them. Here, they equate "45 milligrams
`as 20 points (i.e., a target score for this nutrient."
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`So, again, this is -- 20 points is an abstraction. We
`asked their declarant at deposition what 20 points or the other
`example is a target score of 100, what these meant, and his
`answer was he didn't know what is 100? It's an abstracted
`number. So the two examples of target scores that are disclosed
`in the specification are simple numbers, and yes, they can be --
`it's not like a body mass index. This is not something that carries
`an inherent, you know, health implication. It can. Again, we --
`Petitioner submits that the target score can encompass -- I mean,
`the term is broad, its broadest reasonable interpretation is a range
`of values that can be the number 20, that can be the number 100.
`The purpose of it is a motivating -- something that motivates the
`user to earn values, or as are described in both the '275 patent and
`the Hoffman reference, points or activity points.
`JUDGE MOORE: Okay. So, I guess the -- it seems to
`me from reading Patent Owner's papers, another argument they're
`making is that the specification separates a concept of getting
`rewards and getting a score related to rewards from a concept of a
`health goal and optimizing a user's health. And you can see the
`description of those relates to different figures, as in different
`sections of the specification.
`So, why are they not correct that those are separate
`embodiments and anything dealing with rewards is unrelated to
`the health goals section?
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`MR. OKANO: Well, to begin, Your Honor, first of all,
`we would dispute that these are in separate sections. You know,
`we have looked through the spec, there is no headings that say,
`'275 patent system using scores, '275 patent system using points.
`They've just arbitrarily cut off paragraphs at various columns and
`line numbers.
`Furthermore, you know, I believe that they say the
`section related to reward points or points is section 27 to 29,
`columns 27 to 29, and the sections related to points is section 33
`to 45. I mean, they don't even attempt to explain about the other
`portions of the patent, which also talk about scores and points.
`And, in fact, they concede in their Patent Owner response that
`their break of sections is not even clean, that it -- the patent
`occasionally generally mentions points elsewhere, and then
`without any supporting evidence, they say but these are -- you
`know, where it says points, it really means scores.
`And Petitioner submits that, you know, this is just
`attorney argument rather than based on the intrinsic evidence in
`the record. And secondly, if I can return to claim 1, you know,
`on a more fundamental level on scores and reward points, is that
`the claim, which is what we are here challenging, is focused on
`what happens to earn these reward points. What happens
`before -- you know, the steps that are taken in order to obtain a
`reward point, or obtain a value is what the term and the claim is,
`which is you have a profile.
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`This profile includes various parameters, and the target
`score is -- only needs to be established, and again, the claim uses
`the word based on one or more health-related activity. It doesn't
`use physical health, it doesn't use -- it doesn't limit itself to
`health-related activities. As long as the score is established based
`on, you know, one health-related activity, that's what the claim
`requires.
`Then the claim requires acquiring data from a number
`of sources, but it must also include at least one set of data from a
`wearable sensor. Again, this happens -- these claims are talking
`about what happens to earn the points. Then the score is -- these
`values are translated using reference values into a common
`denominator, as is described in the specification. Here, you
`know, as their expert conceded, everything is a point. It's a point.
`Even under their own alleged separation between scores and
`points, everything is a point. So that there's these conversion
`factors that are used, and then these conversion factors are used to
`calculate a score. And in the patent, the figures, you know, the
`score includes an activity sleep nutrition value and it includes a
`location and social value. I mean, this is not limited to only
`physical activity.
`And finally, you know, it calculates a score that is
`compared to the target score. Again, this happens before. You
`know, this is all about -- these claims are all about earning the
`points. And what happens afterwards is -- you know, that's not
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`what the claims are limited to. The claims are broad enough to
`encompass both points that are kind of used in an abstracted
`fashion. You just earn them and they sit there. You compare
`them to an abstracted number, and points that are then
`subsequently used to -- because you were motivated to purchase
`something tangible, such as running shoes.
`JUDGE QUINN: But the claims make a distinction
`between the calculated score and the target score, so there are two
`different points or numbers that we are looking at here, and it
`seems like the distinction is, yes, you can earn things as you go
`along, but in the end, there's got to be this target that it gets
`compared to. And to look at the claim, and only the claim
`language, it seems like that last paragraph on the wherein clause
`just says this has to be indicative of one or more standards. So,
`how does the reward meet that limitation?
`MR. OKANO: So, the reward -- and I assume, Judge
`Quinn, that you were talking about the reward that is disclosed in
`the Hoffman reference?
`JUDGE QUINN: Correct.
`MR. OKANO: So, again, there is a -- and if I may read
`out a section of Hoffman, and this is --
`JUDGE MOORE: We're about a minute in. I'm going
`to grant you a few more minutes because I'm going to have
`another line of questioning, but if you could wrap up, and
`obviously answer any of Judge Quinn's questions.
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`MR. OKANO: So, Judge Quinn, I'm looking at
`paragraph 123 of Hoffman, which was cited in our petition, and it
`says, "a track option may be provided below, one or more
`rewards, such as a reward to allow a user to use reward 1601, and
`an activity point cost thereof as a goal on a user's athletic
`performance monitoring site."
`So what this passage is saying is that the reward in
`Hoffman is essentially the activity point goal. There's a point of
`values associated with it, it's a standard against which to compare
`the scores that have been -- that the user has earned. It's just as an
`additional way of motivation, instead of saying 100, which is the
`example given in the '275 patent, the kind of the -- the underlying
`implication of Hoffman is that we understand human nature.
`People -- some people certainly may be happy to achieve 100, but
`others may be more motivated if that 100 now is associated with
`some reward, such as running shoes, and that might provide them
`more motivation. And that's the underlying goal of Hoffman,
`which is to encourage users to exercise more.
`So, I guess the short answer to the question is that
`Hoffman clearly equates the two. It's you associate a target score,
`which is an activity reward point cost, with a tangible item for the
`purpose of improving and increasing the user's motivation to
`exercise.
`JUDGE MOORE: Okay. As I said, I want to lead you
`down one more path before we switch over. There is an
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`argument that Patent Owner makes that because this is an
`anticipation case, you can't combine embodiments, and they
`claim that you're combining the embodiment of a web page with
`the embodiment of a activity wrist -- activity tracker that you
`would wear on your wrist. And so help me understand your --
`how you see that argument.
`MR. OKANO: Certainly. I think the first point is this:
`This is, you know, questions of anticipation are factual, and as we
`noted earlier, Patent Owner has not offered any evidence in the
`record from its declarant supporting its assertion. The only
`evidence in the record is from Petitioner's expert, Dr. Musen, to
`begin.
`
`More substantively, Petitioner submits that Patent
`Owner's argument lacks merit, simply because, yes, the Hoffman
`system includes a watch, includes a wearable band, it includes an
`online environment. It can include a server. You know, just like
`the system of the '275 patent, which includes a wearable device.
`There is an online environment, which, you know, it appears in
`many of the figures. Petitioner, or sorry, Patent Owner is
`confusing elements of the system for different embodiments. The
`system that is claimed, the system that Petitioner is advancing as
`anticipatory includes multiple pieces. That's how these fitness
`environments are designed, they're designed to be immersive.
`I mean, again, the purpose of Hoffman is to provide as
`many touch points to the user to try to keep them in the program,
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`understanding that, you know, many people fall out of fitness
`programs.
`So the -- you know, to that end, Hoffman describes its
`system as, you know, something that can be put in the shoe, an
`exercise tracker, or something that may be worn on the wrist, a
`band, or in a watch, and that interfaces with an online
`environment that allows additional inputs, that allows the user an
`easier place to track their goals, because obviously it's hard to --
`often times there's no screen on something you're going to wear
`in your shoe or the screen is minimal perhaps on the watch. But
`again, this is exactly how the '275 patent is set up as well. There
`is a wearable component and then there is a kind of back end,
`which is accessible via computer.
`So, again, the bottom line takeaway is Patent Owner is
`confusing elements of the same system with different
`embodiments.
`JUDGE MOORE: Okay. Unless there are any other
`questions, you've run your 20 minutes.
`MR. OKANO: Well, I appreciate that.
`JUDGE MOORE: If you have more, you certainly can
`go, but you're going to cut into your rebuttal time.
`MR. OKANO: I will save the remainder of my time for
`rebuttal. I appreciate the grant of the free time, so to speak.
`Thank you.
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`JUDGE MOORE: All right. And so on the clock here,
`I have that there were sort of four extra minutes, so certainly
`Patent Owner, you can use 34 minutes if you choose.
`MR. TORCZON: Your Honor, I hope to be much
`briefer than that. Good morning, Your Honors, may it please the
`Board. I would like to start with the tail end of Mr. Okano's
`answer to Judge Quinn, where he said some people might be
`satisfied with 100 points, other people will want a reward to
`motivate them. A perfect characterization of an intrinsical award
`or an intrinsical and an extrinsical.
`This is also a dichotomy that's reflected in the
`specification of the Utter patent. There are different ways to
`motivate people. The claims are talking about one way, Hoffman
`is talking about another.
`I would agree with Mr. Okano that this case really is
`about -- let me do this. I would agree with Mr. Okano and Fitbit
`that the place to start is with claim construction. And I think this
`slide, which comes from the reply brief.
`JUDGE JEFFERSON: And we're looking at slide 5?
`MR. TORCZON: I'm sorry, yes, we're looking at slide
`5, Judge Quinn. If we look at their proffered constructions here,
`which comes from their reply brief, I think it tells you a lot of
`things. The first thing is they say that they just want ordinary
`meaning. Frankly, I think if you take ordinary meaning, we win.
`But that's not what they're proposing here. They say, "ordinary
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`meaning encompasses a goal." They're saying target score is
`broader than a goal. That, I submit, is ridiculous.
`A target score is a type of goal. That's what the patent
`says, that's what our briefing says. A target score is a goal. Much
`in the same way that an apple is a fruit. A reward price may also
`be a goal, in much the same way as an orange is also a fruit. It
`does not follow that an apple is an orange. So this is a classic
`example of where blurring is going on in this.
`I would also like to point out, just as an aside, that what
`they're characterizing as our construction is not right. That's
`clearly an argument. We know better than to define our own
`claim terms in negative terms with respect to somebody else's
`patent.
`
`I think the other thing that really classically shows the
`kind of blurring that's going on, is if you go to their slide 9 --
`JUDGE MOORE: And before we go forward, if you're
`saying that they're mischaracterizing your construction, so why
`don't you here on the record tell us what your construction is so
`that we have it clearly in the record.
`MR. TORCZON: A target score is precisely that, it is a
`score that is a target. So you cannot divorce it from the rest of the
`claim language, Your Honor. So the rest of the claim talks about
`values that are input -- well, let me back up.
`If we go to 7 -- I'll get the direction on this clicker right
`yet. If we go to claim 7, target score is used three times in the
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`claim. I submit that the hierarchy of claim interpretation is you
`start with the plain language of the claim, but remember, it's the
`claim as a whole. It's not isolating little bits of it.
`The second best source of meaning is the specification.
`Frankly, I think we're consistent in both places, so it's not even
`really a question of lexicography. Both are saying the same
`thing.
`
`But let's look at the claim language here. It's curious
`the way the highlighting in the underlying claim goes here,
`because the target score is actually established upon the profile
`parameters, if you read that, based on one or more health-related
`activities. So it's the parameters that are based on one or more
`health-related activities, the target score is based on the
`parameters.
`So this is important because it means the profile
`parameters, the profile of the user, is what's being used to identify
`the target score that they are shooting for. So it's a goal. It's a
`goal. It's like -- it's like saying I want to make at least 90 points
`on a test, right? That is a score. You can have other goals in life.
`I want to climb Mount Everest, that's not a score. It's -- it's a
`goal, however.
`So we've got a score that's based on the user's profile,
`and the parameters are admittedly health-related activities. Of
`course they are. That's what this whole invention is about. The
`other places where target score comes up is we have to have a
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`representation of a target score, and I think Judge Moore, you
`touched on this a bit when you talked about how they were
`combining two different representations without any guidance in
`Hoffman to do that combination, which fails as an obvious -- as a
`matter of obviousness, much less as a matter of anticipation.
`JUDGE MOORE: Well, I feel like I need to back up a
`minute and get to that point. You say that target score is based on
`parameters.
`MR. TORCZON: Right.
`JUDGE MOORE: Which you say must be health
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`related.
`
`MR. TORCZON: Right.
`JUDGE MOORE: So at the end of the day, are you
`saying that a target score has to be based on health-related
`activities exclusively with no impurity, just purely a score that
`only represents health-related activity?
`MR. TORCZON: I think our expert put it best when he
`said they all have to have some physical component, but that is
`actually what our specification talks about. So they keep on
`going to figure 8 and the miscellaneous activities, but if you look
`at that, those are all specifically identified as indications of
`wellness. So it is entirely possible for social activities to feed into
`wellness.
`You'll also note that if you look at figure 8, that they get
`very little value, okay? They're minor contributions to overall
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`health and wellness. So that's not a problem. I think what they've
`tried to do is leverage that to say that other activities like
`Hoffman's shopping is a wellness activity.
`First of all, there's no support for that in Hoffman.
`Hoffman doesn't draw any connection there. And in fact,
`Hoffman suggests exactly the opposite, because if you look at
`Hoffman, you only get points if you shop at a sponsoring
`company. Well if you can divide between sponsored shopping
`and unsponsored shopping, then clearly the points have nothing
`to do with the health-related activity. It certainly doesn't
`distinguish between shopping online and shopping in a mall. So
`the difference --
`JUDGE MOORE: So, I think -- and I'm sorry to