"Mormon"

The church has discouraged the use of the term "Mormon" for some time now (see http://www.lds.org/newsroom/showrelease/0,15503,4028-1-4497,00.html ).  However it is reapplying for ownership of the term "Mormon" via  trademark  (see http://portal.uspto.gov/external/portal/!ut/p/_s.7_0_A/7_0_1I1/.cmd/ad/.ar/sa.gov.uspto.tow.actions.DetailViewAction/.c/6_0_CH/.ce/7_0_1JJ/.p/5_0_1CH/.d/0?isSubmitted=true&details=&SELECT=US+Serial+No&TEXT=78161091# ), even though an earlier application was rejected.  It is also berating other churches who believe in Joseph Smith and the Book of Mormon for calling themselves "Mormon" and asking the media to not call these  groups "Mormon" (see http://www.cnw.ca/fr/releases/archive/November2006/21/c7327.html).  At the same time the church doesn't appreciate it when others won't call them Christian.