[dangrossman]

Their CEO is not the asshole in this situation; your assumption about dictionary words is not correct. You're using their brand, their logo, and their listings; to call you instead of suing you immediately was a kindness.

[haven]

May be more bluster than kindness, whether they realize it or not:

http://tess2.uspto.gov/bin/showfield?f=doc&state=4806:155yzh...

You can probably point an IP lawyer at the registered trademark and get a quick opinion on your options.