This fork is and will always be 'ctrl+c','ctrl+v' of the rust language. The only difference is that the owners of this fork will not go after your business if you abuse their trademark. The presence of this fork means that rust foundation cannot enforce their trademark anymore. The day they try to, it will become a headline and all the businesses will start using this fork whenever they want to talk about rust language.
Talking about the language is something the trademark policy clearly says you can do. Everything that is a trademark violation under the policy is something that's really obviously a trademark violation for pretty much everyone, which businesses do not do very frequently.
