Agree. I distinctly remember the IOC hounding a long-standing local business out of its "Olympic Pizza" name, when Vancouver hosted the 2010 games.
Corporate bullying in these matters isn't very productive. There is enough tension already between "valid"* and "invalid" (above) defense of trademarks that pointlessly reminding people of the overreach of DMCA et al is liable to result in a well-deserved backlash at some point. How else do you explain single-issue parties like the Pirate Party scoring more than a few freetards' votes?
* On the other hand, some nitwit real estate promoter set up a brand-spanking-new "Olympic Realty" in Whistler just in time for the games and was all surprised when she got nailed.