Independent of the issues you bring, I'd like to point out that one of the first things people think of when we make a digital mark on a physical location is "graffiti" or "tagging" or "writing on a wall". They are each used by lots of apps, essentially all meaning the same thing.

Also, making a statement about market position and alternatives isn't a "threat". It's positioning in a negotiation. A threat would be "we have a reasonable claim to your trademark" or something like that.