I wondered that too, nearly feel like writing them to get their thoughts on it. Years ago DB tried to get Galbraiths Ale House (look them up, best beers in Auckland!!) to stop calling their summer beers 'Summer Ale' even though it was an ale brewed specifically for summer and they had been using the term far longer than DB had (for their summer beer, which isn't even an ale!), Lion Breweries actually waded into the proceedings (not sure to what extent) and in the end DB dropped the case. Unfortunately they didn't get the message and a few years later managed to trademark the word "Radler" despite the Germans using it to describe a certain style of beer for a few hundred years!
So now I don't drink DB products, and I certainly won't be drinking Monster...