Keep in mind that this is their goal statement (straight from their FAQ):
> Our goal is to maintain and advance Pebble functionality, in the absence of Pebble Technology Corp.
Eric's new company, by effectively re-creating Pebble Technology Corp, is an existential threat to that mission: If there is someone else maintaining and advancing Pebble functionality, then what is the purpose of Rebble? It does seem unfortunate though -- I hope they can all work something out.