Unfortunately HN didn't allow me to edit the comment. 1127 however contains the definition of many terms and I believe the same conclusion can be drawn from them (Trademark does not apply to noncommercial use).

Here is 1125(a):

    (1) Any person who, on or in connection with any goods or services, or any container for goods, *uses in commerce any word*, ...

As such, it does not apply in this situation.

Further, 1125(c)(3)(C) is an exclusion across the entire 1125 subsection (and yes, for dilution, which is what has been argued here).

https://www.law.cornell.edu/uscode/text/15/1125