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Okay - I'll call you cynical. There isn't only a single way to deal with things. A government dictated cease and desist is one, all be it very unfortunate, somewhat fascist, approach to dealing with soft drinks. There are others, or do we not consider the employee action that has resulted in a number of tech companies disengaging from defence projects a way of changing the business ethics of a company?
Top down may raise your hackles but it gets the job done faster.
It may, in .orgs case, be a matter of 'OK, we'll take your cash but do with it what we will' but somehow I doubt the small print will allow that. The logo will appear and appear quickly. Expect Britvic's lurid, road safety orange coloured liquids to show up somewhere in .orgs banner soon.