They haven't trademarked the word. Only it being used for a specific game or service.
http://tmsearch.uspto.gov/bin/showfield?f=doc&state=4810:y0puy5.2.4
Serial Number: 86568854
http://tmsearch.uspto.gov/bin/showfield?f=doc&state=4810:y0puy5.2.5
Serial Number: 86568852
Ubisoft is actually the one in the wrong here, for their ridiculous claim that the trademark causes confusion with their Ghost Recon property.
This is not comparable to the Fine Bros fiasco and them trying to appropriate the word react in the context of ANY video.