not as nice as they were in the case of ilovejackdaniels.com:
http://www.addedbytes.com/blog/what-happened-to-ilovejackdan...
http://www.addedbytes.com/blog/what-happened-to-ilovejackdan...
They asked "Dave" to stop using the trademark and he did. Seems nice to me, unless you have evidence of strong-arm tactics that Dave didn't discuss on that page.
More importantly though, they own the trademark and have the right to decide what can be explicitly linked to their brand. Even if the site wasn't making money off of it (to be honest, I'm not familiar with the one in question) the fact that it was using the JD name in a way JD didn't like warrants a C&D.
So yes, they could have been nicer, but they were in the right, and I don't think their request was unreasonable.