I have come to love jelly rolls. And the MODA JELLY ROLLS have 40. This is if they are MODA precuts and not someone else cutting them. There are many pop shops on ebay that cut and sell their own jelly rolls, but technically, I believe Jelly Roll is a term that is owned by Moda, but used generally for the rolls of 2.5 strips, often like the KLEENEX situtation. Kleenex (uppercase K) only comes in Kleenex boxes, but tissue comes in all sorts of different brands. Many times all generally referred to as kleenex (lowercase).
While the buyer is responsible for reading the terms of the agreement, you might be able to push the envelope as far the seller listing a trademark item, and selling a non trademarked item as Moda owns the term (referring to fabric). Hence the reason, in the indroduction to your Lintott book that they thank Moda for allowing them to use the Jelly Roll Title. This would possibly fall under the listing agreement rules for the seller, or for non performing seller rules.