Put another way. If a hamburger were called a McDonald, you'd have Congress declaring war to protect that trademark. Americans have zero right to get indignant about this. Reject it? Surely. But we're no better than Europe when it puts money in American pockets.
Historically, McDonalds would lose the exclusive right to call it's food item a McDonald. This has happened countless times, it is unlikely it would be different this time. Luckily for them they have consistently reinforced the idea the idea that McDonald is a brand name, not an object.
You should note that in US trademark law, the trademark is
weaker if it's associated with a particular process or region, since you have to argue why other people from the region or who use the process shouldn't be able to call it the same thing, and most companies who make that argument lose it, unless there's an already generic term in common use that means the same thing.
If you want Parmesan to be able to trademark it's cheese, the task they have to accomplish is simple - they need to replace the term with a generic. I don't even think they've bothered to come up with one, though! They just want to shut it down completely.
I don't really think escalators are a brand name, made in a specific region known for making escalators
They aren't. They
were, though. But the term became genericized and they lost the claim. It was specifically used to refer to the historical maker of the devices, Otis Elevator Co., who were also the exclusive makers for a while and had a good chunk of their prestige built on the brandname.
They only lost the term in 1950, after over 50 years of dominance in the field with all competitors being called "Moving Stairs" or something similar.