"unmonetized" doesn't actually make a difference in trademark law. If they felt they had to defend the mark under the letter of the law in order to keep control of the mark, then they need to defend it where used for non-monetary gain (or no gain at all) as much as where it is used for that purpose.

Of course sometimes mark holders will avoid going after the bigger fish where possible, just in case, unless they have a very strong case (obvious deliberate misuse of the mark).