The question is when is a company piggybacking on a brand.
Maybe Automattic is asking for too much, but it’s very clear wp engine strongly benefited from the brand, not only the software. Just Google them now, they are marketing full on with Wordpress.
I don’t see a way how they won’t win this in court.
WPEngine is also offering Headless and WooCommerce as well as WordPress.
So your point makes absolutely no sense.