Unfortunately guys, this won't be the result of someone just being anally retentive so lets go easy on all involved, okay?
In US Trademark law, you have to actively enforce your trademark
(i.e. like this situation) or you lose all
rights to that trademark. This enforcement is regardless of whether commercial intent is involved.
Here's an example:
Try signing up a domain name of www.microsoft
.**.** where **.** is some very obscure country suffix, and fill the site with some free advice/text of a goodwill nature. No commercial intent, purely a "cheer up your day/laugh/make you smile" text.
I gaurantee you'll still get an email quickly enough asking you to donate it to them in return for some Microsoft products (if you ask for money, they can simply take it from you immediately without your say, as its illegal).
Why? Because if they didn't take that action, they would lose all rights to the trademark of Microsoft, which is a very scary thought for anyone and their trademark.
So you see, US trademark law actually creates these unpleasant situations where trademark owners find their trademark in use and have to actively go after that infringement whether they want to or not.
Hell, the guy that owns the LoJack trademark may be a huge Flashpoint fan, but he still has to enforce his trademark or lose it, regardless of his feelings.
Unfortunate, but there we have it.