I don't even think there's any drawback to this strategy.
Let me explain:
So $business_name faked their way into relevance, $somebody found out about it, $angry_mob_of_other_founders argue and rally against it.
Nothing of this will matter in any way cause it's almost certain Joe Normal will never ever hear the slightest about it and will happily continue using $business_name.
The only possibility of Joe Normal ever finding out is if $business_name overdid it in a way that might prompt (inter)national media to report about it or have it mentioned by a buddy to him.
Even then, he couldn't care less about it cause he still could peddle his wares on the site (or whatever), make a profit from it, and just shrug about the advice given by his buddy.
Let me explain:
So $business_name faked their way into relevance, $somebody found out about it, $angry_mob_of_other_founders argue and rally against it.
Nothing of this will matter in any way cause it's almost certain Joe Normal will never ever hear the slightest about it and will happily continue using $business_name.
The only possibility of Joe Normal ever finding out is if $business_name overdid it in a way that might prompt (inter)national media to report about it or have it mentioned by a buddy to him.
Even then, he couldn't care less about it cause he still could peddle his wares on the site (or whatever), make a profit from it, and just shrug about the advice given by his buddy.