Earlier quoted context omitted.
Insofar as FiftyThree is merely making a polite request as a matter of professional courtesy rather than threatening legal action, then I don't think your criticism applies. They didn't get nasty about it, they didn't cite some bizarre legal arguments where they claimed to forever own the word Paper. They just made a cordial request. I think that's entirely reasonable and makes them come across very good in this situ…
I'm pretty sure they are just trying to ride this publicity gravy train as long and as hard as they can. Look at all the publicity, they are on Reddit, news sites, twitter, HN... I've never heard of them until today, and I imagine I'm, not alone.
Eh? They have been on Hn several times before you know. Several blogs too. Don't you remember their other Product? The Pencil?