It's the most bizarre situation. What people do in their private lives is their business, but she seems to be really leveraging Bill's fame and standing for commercial gains. I mean, when you have well-meaning local businesses printing "Chapel Bill" t-shirts to reflect the excitement of having Bill as head coach and they then get a letter from Jordan saying 'Chapel Bill' is trademarked, you know things are fucked up.
It's just bizarre, as Bill spent his life so focused and in control, and he's just all over the place in this matter. I can only imagine what Bill's dad would think of this.