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Actually, they are laughing at those UConn "fans" that have let the current situation become so all-encompassing that they are miserable over everything and insist on sharing their misery at every conceivable opportunity. Every time I look at the UK logo I look at it as another reason to whine uncontrollably too
As for the UConn issue - it's ridiculous. Marketing is about recognition and brand equity. Even without official sanction the students, alums and 90% of broadcast references use it. One can throw that away or build on it. Here's a clue, throwing it away would be a losing battle because UConn is so engrained that they'd keep using it anyway.
BTW: Ask visiting fans and they'll tell you that when the crowd is into the game, the "U-C-O-N-N, UConn, UConn, UConn" chant is very impressive.
When we beat ND we drowned out the ND band with our chant. Thats all you could hear on TV. My former boss who hates UCONN said he was sick to his stomach listening to that.
But I guess it's small time.
Dan - what you don't get about us middle aged guys is that we were there when Big Red started the chant. It became our thing. Organically. It made us UCONN. That is our brand like it or not.