For events no one's ever heard of, obviously, it would be better to spread the word, rather than delete all unofficial mentions. It seems to me that eventually, the Superbowl will be better known as "the Big Game" or some other euphemism, and the NFL will be stuck wondering why they squandered their valuable trademark.
The Olympics, due to its historical nature, may be less susceptible. But how do you trademark a term that has been used since ~750 BC? I'm wondering what would happen if there were a movement to follow the rules religiously. Imagine if the only place you heard "Olympics" was in crappy advertisements? And every real human you talked to just said "The Quadrennial International Grab-Bag of Sports". Or maybe the "Quigbos".
Anyway, I'm rambling. I just really hope these language police get what's coming to them.