Dodge recalls their logo. Sort of'

I certainly understand protecting your brand, your logo and your image but in this case attorneys for Chrysler aren't going after another car brand but Lake Mary High School in Seminole County Florida. The Lake Mary Ram's logo is an exact lift of the Dodge Ram logo and are insisting that the school spend tens of thousands of dollars to phase out the logo from everything from the gym floor to school stationary. So the question is should be take this hard line even with a case like this where the offender isn't even using it for commercial gains or is this the right call to protect their brand?