For a long time it has been misused and nearly disappeared. It is about 40+ trademarks owned by a holding company. It could have been worse if this was scattered among a lot of different entities. So, this is still kind of a big deal as they can acquire all of them
The new generation has no idea
Talking to the younger generation about the 8 bit era is wild. I mentioned that my first system (TRS-80) had 4k to someone and they expressed surprise at that you could get a monitor that good back then.
I would claim that in my generation (people born after Commodore's heyday), those who are interested in retrocomputing topics (a minority) are similarly aware of the C64 and the Amiga and their cultural relevances.
Admittedly didn't register with me at first but this is hilarious.