Provisional
More than anything else, I think Parsons is embarking upon a campaign with this lawsuit against TM to make his brand more popular.
People keep saying that he has money to burn, that this is just a side-hobby of sorts to him. That may well be the case, but I don't know of any savvy businessman worth the name on his business portfolio who goes into these endeavors with the mindset of losing money.
In short, I think this lawsuit is more calculated-based than anything else. It gets his brand out there without incurring the typical astronomical marketing costs.