I don't doubt they are mad, but they have no legal leg to stand on. And I'm afraid they can't even win in the court of public opinion. They can't be so naive as to think *other* people won't profit off of the Olympics. How many people will fly an airline *not* Air Canada to get there? Me, for one! How many people will eat at a restaurant that is not McDonalds? Everyone. How many people will not use Bell? Most people.
Now, had they made clear reference to the Olympics or infringed on any copyrighted or trademarked logos or slogans, that would be a different story
I wonder how much their heads would explode if people started using Pepsi's chant during the Canadian hockey games.