Both emphasised words have equal weight. The positive aspects are that a trademark can help to promote an image of quality which is entirely appropriate for an International Union, and to emphasise the technology in a non-confrontational way.
Trademarks are also very suited for validation and quality control.
As always, this is ultimately testable in court. I approve of this motivation. In particular it puts an onus on suppliers of goods to be sure that they are honouring the standard rather than guessing or compromising. There are two issues here. Perhaps something similar should be considered for CIF and friends.