[NorthMountain]

restricts the smaller operation from ever infringing Buc-ee's trademark

That rather begs the question.

Beaver Mart's logo looks nothing like Buc-ee's ...

There's no infringement now. If Beaver Mart decided to expand, using its existing logo, there would still be no infringement.

This isn't trademark protection, it's "lawfare".

[Rockingham]

Trademark similarity is judged not by informed and alert customers but by those who may get confused with only a superficial quick glance at highway speed. Since both Beaver Mart and Buckee's are gas and go shops, use a beaver as their mascot, and have names that begin with a B, at least some people will get confused.

What Buckee's fears most is if Beaver Mart adopted the same big store business model and color scheme and expanded its operations. Even if the logos and names were unchanged, the similarities could let Beaver Mart poach a slice of Buckee's patronage and good name.