On day one of iPad there was some app called "Facebook" for $3 which wasn't really the app from Facebook itself, but some dude making a quick buck. Apparently some big wig then issued instructions "clear up our name usage on iPad/iPhone" and someone else implemented it via
SEND_TAKEDOWN_NOTICE(query("SELECT * FROM apps WHERE name LIKE '%facebook%'")).
I can't promise that I'll be able to do anything but I'll try to be your advocate within the company.
In general with social networking its a gray area - if an app is a twitter client does it have a reason to have "twitter" in the name? It surely does. If I was Apple I would promptly react to mark holder complains rather than proactively deny things.
I would also make exception for major marks - I would contact them proactively and ask for guidance. And then if I was Facebook from before the iPad incident I would say "it's cool, let it slide - we'll deal with it later if there is ever a real problem".