Earlier quoted context omitted.
This is wild. It's perfectly logical what they're doing but I'm used to seeing this kinda thing after the trademark has lapsed (Kleenex, Xerox, etc). But to see a company release a pretty funny youtube video begging you to say their name less, well, it's just a weird thing to see.
I don't think trademarks can lapse in the US and many other countries (copyright can; which is a huge debate in an of itself: see Disney). I actually use "tissue" and "copy", but those kinda make sense. Personally I hate it when people keep saying "I Googled..." because it reminds me of this bullshit search engine monoculture we have right now (I try to use DuckDuckGo more, but I miss the days of Yahoo, Lycos, Hotbot…
I think the original poster meant "genericized" instead of "lapsed". But Velcro is clearly already genericized, as you note.