They are taking the Bitcoin brand and applying it to their (and others' but I think they are more concerned with theirs) sidechain coin, which is not Bitcoin but is another coin backed by Bitcoin held in reserve.
If Bitcoin were a defended trademark this appropriation would likely not be allowed. As a practical factual matter it is also untrue. The actual Bitcoin do not and can not leave the Bitcoin blockchain.
They may get away with it though, because as others have pointed out here, the Bitcoin-the-currency/Bitcoin-the-blockchain meme is popular and spreading.
Hmm I hope you realise the contradiction in your comment here : if the "actual Bitcoin do not and can not leave the Bitcoin blockchain" then no "that is *not* breaking the link.
I do understand your argument though and I don't see any malicious intent in the marketing of their scheme as "Bitcoin moving across" chain. It is simply easier for everyone to understand and if the math are properly implemented making the algorithmic peg safe & sound then while it may be true it is not the actual Bitcoin that is moved to the sidechain, its representing unit is as close to bitcoin as anything can be.