“We want to take on this problem of trademark policy. We think it’s important.”
Translation : we think there's money in them 'thar hills, and we're going to make all of it.
This is Google. They're not doing this to protect other projects' trademarks, they're doing it to protect their territory.
What will be interesting will be to see how Google will react when someone else uses their framework to bash them over the head with it.
Looking forward to that.