It's capitalism. You have to own a brand name for it to be hijacked. Creating a brand name without any protection is just naive. I don't find it surprising at all and wouldn't be surprised if others start using the brand name as a generic term. The original creator should be honored that his juice is so popular people are using it as a generic term for a flavor, sort of like styrofoam (99% of what you call styrofoam isn't ACTUALLY styrofoam brand).
Meh. It maybe naive, but I don't think the owner of AVE was expecting the following nor the theft of the name.
Remember, vaping is still in its infancy. And until very recently, the 'big boys' were not involved. This was more of a cottage industry than cut throat capitalism.
I also don't think AVE has lost much business because of the whole thing. The actual Bobas could be 1for1 cloned tomorrow with the receipe posted on reddit, and AVE probably still could not keep up with demand. Personally, While I like Boba's, as it does hit the 'right spots' it is not a vape that I can't live without. But some go thru the stuff like water in a desert. To each their own.