You're looking at it too simply. They're not worried about you using it like a twitter logo or facebook logo for putting a link to this website.
But if you started printing t-shirts without authorization, you could be sued. If you started printing your own business cards and posters, you could run into a problem.
They are making it very clear to everyone without saying it in so many words... "Stop using our logo without permission" unless of course, it is for "fair use" purposes. Many people don't fully know what fair use means, so they will need to investigate that topic.
gotcha, so all this will really affect is the "Travel With Me" lot not being able to wear Steemit T-shirts ;)