Perhaps the treasure rooms are running a little low? 
Looks like the Vatican has decided, as Cory Doctorow summarized it:
The [Vatican’s] statement cited a “great increase of affection and esteem for the person of the Holy Father” in recent years as contributing to a desire to use the Pontiff’s name for all manner of educational and cultural institutions, civic groups and foundations.
Due to this demand, the Vatican has felt it necessary to declare that “it alone has the right to ensure the respect due to the Successors of Peter, and therefore, to protect the figure and personal identity of the Pope from the unauthorized use of his name and/or the papal coat of arms for ends and activities which have little or nothing to do with the Catholic Church…”
“Consequently, the use of anything referring directly to the person or office of the Supreme Pontiff… and/or the use of the title ‘Pontifical,’ must receive previous and express authorization from the Holy See,” concluded the message released to the press.
The Catholic Church – trying to rule the world since, well . . . it came into existence.