The problem is that even though AMD was very clever with the whole Freesync naming for Adaptive sync monitors, the fact that they pushed the idea that it was free to use with no ties to any one manufactuer. It left the door open for others to muscle in on it.
Not sure what your point is? AMD went through VESA and it became an open standard. They always said that other manufacturers would be able to use it. Once it became an open standard they had no control over who used it.