Please check this thread as trademarks and service marks are very similar.
http://www.chiefdelphi.com/forums/sh...ht=tradema rk
You'd have to ask FIRST why they are choosing to use a service mark, but my guess is because what they provide is a service, not a product. Teams on the other hand do provide products - robots, animations, video, and the like. That's why we at 103 chose to go with the "TM"