If you want lots of current and future tech professionals to hate you, keep hassling small businesses like SparkFun. Your trademark case against them borders on frivolous. It is a battle that you are unlikely to win in court, and that you will certainly lose in the court of public opinion. Stick with your bread and butter mission: championing the SPARC architecture. Leave popular "Davids" alone, unless the goal is to smear your own brand name.
In grad school I studied and developed methods to make programming accessible to young children. At the time, the general consensus in the field was that before the ages of 11-14, children don't typically have the cognitive ability to write programs, even simple ones. Even though I am a professional programmer now, when I was introduced to BASIC at age 9, I definitely didn't "get it." When I got to 7th grade I did.
Radia Perlman did some groundbreaking work in the 1970's to develop technology in the hope that 6-years-old could learn programming skills. Years later, Ken Kahn developed a game/programming environment called ToonTalk. From my personal experience and research, I don't think you can expect kids younger than 9 to build and program robots, but they can start playing with the physical and conceptual "building blocks."
I see from LEGO's literature that WeDo is aimed at children 7-11 years old. Their approach is very sensible: Keep things very, very simple: One motor, one motion sensor, and one tilt sensor. RoboSoccer can wait until they are older.
* UNIX is a Trademark of Bell Laboratories.