Hardware trademark rejected in UK

sr30100-screwThe Register reports:

A businessman has failed to win the right to register the term “screw you” as a wide-ranging European trademark because it is offensive. It can be used, but only for goods sold in sex shops, the European trademark authority has ruled.

Hard to harmonize with this, I would think, and actually quite hard for me to understand even on its own terms, but perhaps these are subtleties that escape the morally hidebound here at Likelihood of Confusion.