Buying a domain and slapping together a one-page website hardly qualifies as working your ass off. This whole thing is childish on both ends and a crappy website just illustrates this overall immaturity.
I'm aware of Freshdesk because they made a retaliation website in response to something stupid that somebody said on Twitter. It doesn't inspire confidence in their ability to provide help desk software. They are spending time worrying about what other people think of them and say about them instead of just rocking out their product. I'm not impressed by that at all.
I know and so am I (aware). But that's the point. You are aware and so are others. And a % of those people don't feel the same way and they have exposure now that they didn't have before. Net it will be a win. Not the strategy for everyone of course but in this case it's a win.