Roger Ver (one of the people behind bcash) has said repeatedly that he believes that his fork deserves the name "Bitcoin" and that it is the "real" bitcoin. It seems obvious that the intent here is to confuse people.
This, to me, seems like blatant fraud. It is concerning to me that coinbase would continue to allow this market confusion to build by listing this under the name "bitcoin cash". Things like this make me long for better regulation in this space.
Full disclosure: I say this as somebody who holds both bitcoin and bcash in nearly equal amounts. I mean to say that I don't really have a dog in this fight.