As you say, Mozilla have done the same thing, and it's not hard to see why, though some FOSS folks (Debian in particular) took issue with this [0][1]
[0] https://lwn.net/Articles/676799/
[1] https://en.wikipedia.org/wiki/Mozilla_software_rebranded_by_...
He and his colleagues are hostile towards federated protocols. This culminated in an article called "The ecosystem is moving" to which Daniel Gultsch (maintainer of conversations.im) answered here: https://gultsch.de/objection.html
If you license under GPL, you're still free to be protective of your trademarks.
This makes sense given that although Mozilla like to use their own licence, they've been careful over the years to either release under the GPL as well, or to use a licence of their own which has been constructed to be GPL-compatible [2]. Clearly, the GPL didn't force Mozilla to be permissive with their trademark.
[0] https://www.gnu.org/licenses/old-licenses/gpl-2.0.txt