The people buying that junk are just denying royalties to tOSU rather than violating any kind of trademark on Ohio gear. There's no way to trademark the name of a state in a generic font that happens to use tOSU colors. The issue I have is when tOSU makes royalties on crap like this:
https://www.homage.com/products/script-ohio https://www.homage.com/products/o-h-i-o-fight-the-team I know the founder of that store graduated from (the real) Ohio and I don't fault him for trying to make a buck, but it sucks that the behemoth in Columbus is using the name of our university in a variety of places with impunity, and in the above cases making money to do so.
Those two are annoying, but this one takes the cake for me:
https://www.homage.com/products/womens-yea-ohio-boxy-tee I too have noticed a lot of progress in seeing Ohio merchandise in a lot more places. Our logo is recognizable too, I think. My dad was wearing an Ohio fleece jacket on a recent trip we took to Asheville, North Carolina and he got a lot of "Go Bobcats!" or "OU!." A Toledo fan even stopped us to talk about the upcoming game (this was before our historic win).
One of life's greatest curiosities to me will always be why a school (or at least a portion of it) is so desires to refer to themselves by a name that is really not their name. I've never seen or heard of Michigan State wanting to refer to themselves simply as "Michigan" or Florida State referring to themselves as "Florida."
It, in my opinion, comes down to this: they do not fully respect or recognize us as a peer/equal. We're a small, irrelevant MAC school that does not have a national brand like they do so they can do whatever they want. If Ohio was in the Big Ten, Big 12 or other Power 5 conference I would bet the farm that we would not have this situation. Since we will never sniff membership in one of those conferences the struggle will continue.
Those I know who went to OSU know full and well who Ohio is and understand the difference. It is mainly the hordes of fans who maybe have never been on campus and are frankly meathead d-bags who can't/won't understand the difference. Every large college/pro team has them. Crazy thing is I would guess there are more Ohio grads/fans living in Metro Columbus than any other large population center.