To their customers. we are in the beginning of a new era like the internet was.
At that time some companies created their own part of the internet like AOL for example.
It took a while until it was really decentralized...

So it could be possible, that BMW uses its own token for bmw and daimler its own for daimler...
they can make extra money with it after all...

But lets hope, that you have enough marketing power involved, that it doesn't happen...