They like the name and, more importantly, have spent a substantial amount of money preparing to launch their brand. If they can reach an agreement with GNOME that is acceptable to both parties then why not?

I think this statement should remove any anger or resentment from both sides since at the end of the day they are willing to concede if they can't make everyone happy.

Although all things considered, they probably shouldn't have started developing their brand with this name in the first place.