We all know that the corporations are the ones that decided on this fork, so the name of a single company doesn't matter that much.
"Mark my words here. There is a really good chance coinbase is going to call 2x bitcoin and that will make it the new bitcoin.. It will be the coin new users buy. Miners will move to the more expensive coin. And core devs and nerds that understand the beautiful power of a true crypto wont matter."
The longest chain is real bitcoin. So, if 2x will be the longest - it will be Bitcoin with all necessary marks, nodes and other.
Only way to avoid this is to vote your hash powers. Oh, sorry i forgot that you don't have it. You're not miner. So, why you 're crying? You gave voting power to pools and they want 2x. You are guilty for this.
Bitcoin is PoW system, so you must have mining powers to do any decisions.
Correction, "the longest valid chain" is Bitcoin. S2X breaks the consensus rules as it doubles the block size so it can't be Bitcoin, these blocks won't be valid for the rest of the network. Besides, mining pools don't hold as much power as you think, as it's miners may switch pools at any moment. The question is, will miners keep mining on those pools after the fork?
Bitcoin is in no way control only by miners, we see that now more then ever. You can mine whatever you want, if you have no users, you are mining a worthless altcoin. These companies may want it, but users may not and companies always need to follow their customers. We will see what the users really want when the time comes. They still need to be shown a Lightning Network and Segwit at play.