And What Has Apple done for Zunecasting!

I like this!

Bret Fausett: "If we all started calling those MP3s we send over the RSS feeds Zunecasts, how long do you think it would take Apple to retract its trademark claims on podcasting?" (via Dave Winer)

So what have Apple done for Podcasting other than add RSS to iTunes?
Do they deserve to have their product promoted as part of the generic term Podcasting?
How would Apple behave if the name was changed to Zunecast!!