They're not usurping it. They literally created it as a term (and "brand") rather than simply two words. They weren't granted a trademark, so their creation of

They're not usurping it. They literally created it as a term (and "brand") rather than simply two words. They weren't granted a trademark, so their creation of it has no legal weight, but that doesn't mean they can't claim authority over what it means, and ask that their original intent be respected.