If I'm understanding the problem being stated correctly:
"Bitcoin is under a branding attack by fork coins."
The proposed solution is to disincentivize fork coins from using the word Bitcoin by altering the license terms. I'm not a lawyer, but it seems to me that the words of the license are basically useless unless there is an entity that intends to make use of court systems to threaten noncompliant projects into submission.
In my opinion, the perceived attack on Bitcoin here is social / marketing-based, thus it makes sense that any defense against said attack should also be social / marketing-based. I don't think that Bitcoin should be reliant upon courts or governments to defend itself against attacks of any form.