Ripping off someone else's project and doing a 'find and replace' of the name is IMO morally fine.
If they can do a better job of marketing with that new name, they deserve the success.
If they can do a better job of marketing with that new name, they deserve the success.
Who will win? Who should win?
It would please my personal sense of justice if the big R&D company also won, but I am satisfied with the simpler requirement of end users not getting shafted and the product thriving.
It's no guarantee that a company with 10/2 of marketing/R&D split would be any better than the other company with 2/10 of marketing/R&D.
Anyway, "morals" aren't the standard by which these things are judged in practice, ethics via laws are, and I'm fairly certain most legal systems don't see the practice of IP theft as fine.
There are a lot of different reasons [1] why someone might want to maintain an open source business and the threat of someone forking your business might not outweigh other positive effects.
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[1] Transparency for privacy/security reasons, political leaning towards free software, hope of third parties tracking down bugs, PR boost within the open source community, etc.