I don't see anything morally contemptable about it. Standard marketing. AMD did the same thing with the 64 they tacked on when everyone was talking about how 64 bit would be the new hotness. Now if a fellow from AMD was strolling down to the trademark office to trademark "Core" for barcelona or something, and a unmarked van full of intel lackeys pulled up, yanked him inside, killed him, and dumped the body into a swamp so that they could trademark core, well then, that sir would be morally contemptable.