Unnecessary acrimonious statement. Is it because it is a non-US company, or specifically a European company?
I believe French people could feel similarly insulted by California "champagne"⁰.
0: http://www.chapmanlawreview.com/archives/1256
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EDIT:
Thanks for the replies. I agree California champagne is a poorly chosen example.
I understand the outrage about a Dutch company claiming ownership of the image of Route 66, but it just feels like "insulting" is too strong a word.