MyPoints for Obama Supporters?

When I saw that the Baltimore Sun's blog had an article entitled, "Obama's brand loyalty program: 'My Points,'" I did a double-take. Huh? Obama is endorsing MyPoints?

Turns out he's not endorsing the long-running web-based shopping rewards program after all -- he's just co-opting the name. Obama supporters can receive points, possibly redeemable for SOMETHING in the future, by doing specific actions to further his campaign, like marching in a parade or convincing someone to sign a supporter card. More information about Obama's My Points program is located here.

How is this not an infringement on MyPoints.com's trademark?

Join the REAL MyPoints program here!