I totally agree. I'm hopeful that everything will work out, it shouldn't be too difficult. If anything I'd want my companies name linked to a powerhouse like @Hiveio, chances are more people will start to discover their site because of the "confusion" as they put it.
In my opinion, they're probably worried they'll get lost in the fray because their site isn't worth going to anyway. I'm being presumptuous because I haven't even checked out their info, but I've been involved in the crypto-verse full time going on five years now and feel that if they had something to offer I would've come across their site in my endless searching.
This is a rather half-assed opinion, but as thing progress I'll do my due-diligence and put together a more informed position.
The community was strong enough to pull away from fuck face Justin Sun so I feel rather confident we'll weather this storm as well.
RE: Steem Fork HIVE Faces Legal Threat Over Name