I don't know about the Texas situation, but A&M should have waited until after the superbowl. Their timing stinks and makes them look silly.
A trademark must be vigorously defended in order to remain valid which is why Paul McCartney defended his. A trademark holder cannot selectively defend the trademark or it will be vacated. As I said in an earlier post, that is why corporations have to go after mom and pop stores, churches, charities and high schools.
If a Coke didn't defend its trademark against the any churches or charities using it's trademark then it couldn't defend it against Pepsi either.
It is questionable if A&M has actually defended its trademark in this way.
I am having trouble understanding how a non profit can even get a Trademark.