The way I understand it, Smart Projects, who is a hardware manufacturer that currently exclusively manufactures the official Arduino boards, is trying to take over the brand in fear that the actual Arduino management is going to drop the exclusivity and allow other manufacturers to make offical boards. They've renamed Smart Projects to Arduino SRL and made an arduino.org to compete with arduino.cc. The real Arduino, which is a US-registered LLC is claiming, seemingly with good reason, that this is a trademark violation and dilution of their brand. That's what this is about. While they've never had a problem with compatible and even direct copies of the DESIGNS they've always strongly defended the right to CALL their products Arduino. This is now under threat as their exclusive manufacturing partner is trying to cut them out.