“They” just think, if “we” all pick German sounding names, others think “we” would not be so stupid to do that, so we must be unrelated. And that’s just what we want.
“They” are very good at playing mind games. Mixing decent research up with things that make people doubt about the company, subtle playing peoples fears about the market in general.

I find what they’re doing fascinating. Framing, nudging, I really like it.