Around here we sometimes say ™ to mark certain clichés and to distance ourselves from them. It’s practically always used in a humorous way and I think there’s a tendency to use it with oversimplifications that are often employed for promoting ideologies. For example: “You use that search engine? I thought you said it was Evil™.�? (Only in German of course.)
Is it also used that way in the English speaking world?
I know people who use it in a similar way, essentially to acknowledge (humorously) they're using some piece of officialese, a brand name, a cliche, etc., essentially mocking the officiousness or stuffiness of it. In English, however. And mostly on their Blackberries, which can be set to insert it automatically in various circumstances.