When TEDx hit my town last year, basically everybody I knew called it the "TED conference" when talking about it. I even did it myself even though I technically know better. Also all the promo material the organizers put up made it look like a TED event and made no attempt to explain what TEDx was or how it differentiated from TED.

It's still the TED brand and gains credence from the connection (to give to snake oil peddlers, sincere or not.)

Who is "we?" You and I?

Great. Now how about all the other people who see it?