So this is nothing new and just one Apple employee/reviewers that follow the rules from the guidelines... If the folks that were submitting the app try to resubmit and remove references of Pebble, most likely their app will be approved without problems.
Since their issue is with the app description, it is simply a metadata rejection of the app, and the developer do not even need to submit a new binary: just edit the app description and problem solved...
It shouldn't even made it in the top HN stories IMHO