Please enlighten me, why is calling Bitcoin "Bitcoin Core" a bad thing? I don't see how that hurts the brand in fact I thought it was what it was called. Good job on the propaganda on their part.... 
You should ask why they would want to push the name Bitcoin Core. It's to alter the Bitcoin image to either make Bitcoin Cash seem an equal, or to in time reclaim/hijack Bitcoin name.
I have no issue with Bitcoin Cash, I believe the purpose of the fork highlighted a problem in Bitcoin that too many are in denial about, however this sort of activity is underhand and they haven't actually gone on to develop Bitcoin Cash so it does end up looking shady.
I would have no issue with Bitcoin Cash myself if they didn't claim that it was Bitcoin.
The idea that a fork which was born out of consensus claims to be Bitcoin (while ignoring the rest of the people that didn't agree with the fork) is completely retarded and misleading.
Bitcoin is ALSO lack of consensus. So if some losers can't deal with the fact that there is no consensus to raise teh blocksize, go on with a fork themselves and then claim that is Bitcoin, it is a de-facto scam.
Pursuing the scaling way via raising the blocksize constantly so they never get full is a reckless way to go but im nobody to stop them from doing so, but do not claim that is Bitcoin, no matter what the hell the whitepaper said. If there is no consensus to do something then deal with it.
