Making it harder to describe your product in terms of Pantone colors hurts them, which is the dumbest part of this situation.
That doesn't sound right. Pantone is a for-profit company who doesn't get paid unless you pay something to them. They do not get any money from you just using anything Pantone.
If Pantone was a non-profit/FOSS project then sure, they would be happy for any type of usage. But they're not, so not sure why they should be happy if people are not paying.
Because of this https://news.ycombinator.com/item?id=33389848 your use of Pantone colors for free causes your print shop to spend huge sums on Pantone goods and services.