Yeah, it's pretty unethical. Looks like they just stole the name without any care. There doesn't seem to be any relationship between these guys and the original YOLO group.

If it's not trademarked, perhaps not much? I think it's pretty misleading, but the fight for attention is on! Using an established brand in your title will get more clicks.

Just guts, i guess. You would also need to show some real performance improvement.