According to their 100% accurate and indisputable annual report, they have almost $900k in the bank, so dropping a few dollars to renew the trademark shouldn't be a big deal right? RIGHT???
I believe the cost to renew the trademark is less than $500. I read it somewhere a while back, but I forget the exact number.
At any rate, a company that spends $4000 a year on 'office supplies' (Source: Bebevco 2010 Annual Report) should probably not have a lot of trouble spending $500 to provide the most basic commerical protection for their flagship product.