My understanding was that the internal Borg was fine because it wasn't publicly available, versus this which is.
I didn't think you could trademark someone's last name?
https://en.wikipedia.org/wiki/Bj%C3%B6rn_Borg
A search of borg in the patent office shows the name used a lot: http://tmsearch.uspto.gov/bin/showfield?f=toc&state=4806%3Av...
If you look at https://en.wikipedia.org/wiki/Apple_(name) , the surname 'Apple' is used quite a bit.
I hate how easily corruptible trademark/copyright/patent rules are