Then he should turn that one minute into text and add it to the website.
Front page of the site:
> Gridfinity could be your workshop's ultimate modular storage system to keep you productive, organized, and safe. It is free, open source, and almost 100% 3D printable.
These comments remind me of watching 'Chopped' where someone overcooks a fish by like, a minute, and the judges get so offended and go off about the food being 'inedible' How dare someone expect me to comprehend a sentence or watch a 5 minute video...
It would be a lot of work to seize the domain and add his own text. I'm not even sure if the Gridfinity trademark situation would allow for that.