So it's pretty much just a private blood bank.
This is exactly the sort of thing that trademark law is supposed to prevent...
You're going to have a hard time enforcing any kind of trademark to prevent an organisation using "xxx coins".
In their ad it is called the "BitCoin of Blood Supply". This looks like intention to deceive users that they are somehow associated with Bitcoin, especially when they are advertising under google searches for "buy bitcoin". Like if you make a fast scooter and advertise as the "Ferrari of Electric Scooters" in a google ad for "buy ferrari", you would probably get a call from Ferrari's lawyers.
Not that I personally mind them using it, however I find it very interesting that they choose to introduce their service by mentioning it in relation to Bitcoin, rather than some other fundamentals (peer to peer currency, nonprofit registry, etc.)
I guess Bitcoin is mainstream now?