The problem with failures is that they tarnish the image of the good products. Ths is especially true if they are mis-using the word Bitcoin in their product name.
Yeah but there's not much you can actually do about that. Everyone is free to use the word Bitcoin in whatever fashion they'd want.
Besides, the only people affected by this are those who are probably too inept to make use of Bitcoin anyway.
Compare it to the dotcom boom in the late 90's, early 2000's. Everyone and their mother was abusing the word 'internet' to make some quick cash, almost the same way as we see happening now.
People eventually learned that there's a difference between 'internet' and some company trying to capitalize on the name alone.