But they did officially brand it—-it’s not just the idea of matching. One way in which this does have some real use is in protecting users. Maybe Match has some set of privacy values that people have come to trust, and by letting other companies who don’t share the same values co-opt the brand recognition, it can cause issues for users who thought they were protected by Match’s privacy policies.
Can't blame them that they seize the opportunity that the system grants them.
It's however bizzare that the system would grant them a monopoly on something they didn't invent. They merely took it from the community of English speakers and branded it as their own.
Similar to claiming a patent on an invention that you didn't invent. Just took already existing public domain technology that nobody else would dare to claim rights on and slapped a monopoly stamp on it.
