he's literally just using the word to say he doesn't want to be defined by it. there's nothing unclear about what he said.

and re: the trademark. you trademark something that's yours so that others don't make a profit off of it w/o you getting a cut. i'm sure there were plenty bootleg linsanity products out there before that (think my brother has a shirt actually). it doesn't even mean you're going to do anything with the trademark, just that no one else can w/o your consent.