Too many people use this as an excuse for enforcement behaviors that go well beyond what's necessary to maintain a trademark. It's possible, for example, to begin the conversation politely, offer to work together to find a way to properly license the mark for use, etc. without resorting to harsh-sounding demands. But nobody does this, and nobody who uses harsh demands (or threats, or other extreme tactics) ever faces any consequences because someone on the internet will defend them with a "well, trademark law required that, you know".