It seems this whole thing boils down to communication and simple misunderstanding.
Keep in mind the 2 of 2 TM agreement is meant to be a tool for ZF and ECC to wield together protect the Zcash name against those who would misuse it.
I’ve noticed that ZF has been under increasing pressure lately with posts like this: A Failed Zcash Sticker Store Idea that directly question ZFs ability/willingness to enforce the agreement. If they don’t enforce it then both ECC and ZF will lose the ability to use it.
As mentioned above by Dodger and Josh, I think that these kinds media campaigns are a net positive for Zcash. More marketing to raise awareness about Zcash is a good thing that many in the community have been asking for.
It is unfortunate that this is spilling onto the forums rather than being swiftly handled by a few Zoom calls between ECC and ZF management. The drop could have been back on track with the public none the wiser.