Have it your way. ;-)
We'll see how this plays out, but as an attorney my opinion is that A&M has a much stronger case than you currently understand.
To add to my previous point, it is important to note that according to the Seahawks, it is the fans and the media and the not organization itself that are off and running with the "12th man" concept.
If A&M wants to sue the fans for trademark infringement (which is certainly not beyond them in their current state) then they can have it. Suing the organization (if the Seahwawks are being honest) seems to be pointless.