I don't like the colour of your shirt, so I'm going to say it's objectionable. It doesn't break any laws or infringe any regulations, but I want a judge's opinion on it anyway.
See?
In the case of passing off a service you offer as begin the service of another company, there is a clear legal case to answer. And as I recall this is settled caselaw in the UK and the people pretending to be other companies are in the wrong.
It wastes the time of the defendant and the legal service, which harms society.
It imagine it's also super stressful and expensive for the defendant to go through, even when it's thrown out.