Your comments are dead on. ... Here's hoping they read or see your post.
One thing I'll say for them, and I have said this before - - the principals have a lucrative business, in that they (i) own tons of shares and (ii) pay themselves a dandy paycheck in lieu of distributing profits.
So perhaps they do get it.
To register the trade-mark is to say to you and me and the world at large that BIG PLANS are in the offing, and those plans need protection.
When you have a beat up Toyota in the driveway, with no windshield and it is also missing the engine and all four wheels - - - you don't insure it for fire, theft and collision. ... There's nothing there worth protecting.
The principals at SONT must think they have something worth protecting, or they soon will