The code is shared for people to study it, work with it, use it, modfy it etc. However, if someone wants to run a fork and offer executable software, then he should do it under his own branding, not Vedders branding. It is as simple as that. This way users can differentiate different sources and that is typically what users want and what publishers want. Teademarks serve the purpose that a source can clearly be identified.
Same goes for hardware. Third parties must use their own branding and stand in with their brand for their offer.
In consequence VESC-Tool is offered by Vedder under his brand and in the way he wishes it to be published. For that purpose he runs a website and offers his software on the app stores.
On this very website you can read the ethos page and trademark policies. These were thoughtfully written up to show what is possivle and what not.
If someone is not happy about the way Vedder handles his offer, he or she is free to run a fork under a different branding, maintain the fork and then allow everyone else to also offer the forked software under the same branding.
It is not up to someone else to decide how Vedder should handle his offer and TM policies.
Vedder once had a phone conversation with Lee and Queron about that matter. He was very clear about his position on that topic. Both know very well that Vedder is a very serious man!