Brand Arrogation

Bitcoin is a brand, not a chain. No person can control the brand. People will use it to describe one or more chains and splits as they evolve. This happens with all monies, including gold and oil which trade at different purities and qualities.

This is consistent with the declaration of Bitcoin, as it binds a set of concepts, not a set of rules, protocols or implementations. People with capital invested in particulars have an inherent desire for brand association, but there is no such thing as a "legitimate" claim to it.