They NOW use it a lot and so yes you would think of them. No you don't hear (i don't think) others coining the phrase.
If they wanted the domain they should have regg'd it.
It's Interesting though that they haven't got the Mark for "Bigger Packs" though.
Not one for rolling over, but also not one to be a git either as I would really like this company to have it. Just not as their right to it.