People who are legitimate Lego experts know better than to call them "Legos". These guys are being touted as Tech Gods who Have Something Important To Say To Their Generation.

While it may be a little bothersome to hear a random person call them "Legos", it's not the same as hearing a self-proclaimed expert call them that.

Lego does that on the advice of their trademark lawyers, because nouns can't be trademarked.

Outside the Americas, you'll get a whole load of funny looks when you call them legos. It's like pointing out a field of sheeps.