I'm confused by the "abuse" part. If I think the author of the GPLed project "foobar" is a jerk, and I fork it and maintain it without colaborating with foobar's original author, am I "abusing" the GPL?
Personally, I don't think so, and I think I should have the right to do so. I wonder how this is different from Amazon behavior here. (I want to make clear that I'm not saying Shay or anybody at elastic is anything. This is for the sake of the example.)
Now foobar's author can stop me from using his project name by registering a trademark on it. But the GPL is working as intented.
At the end, "maintaning" a fork of Elastic is wasted engineering effort and time, it would be better to collaborate. But I personally think Elastic should just ignore Amazon and keep doing what their doing, instead of making their product proprietary.