I think they must change their ticker, it will bring confusion to the trader. I have seen several cases like this in which the later one decided to change or buy the ticker from the older one. Remember you are creating a brand here and it would be best if you are creating a unique one.
I agree with you and I have several token with same Ticker, its make me feel confused to manage it. Ya, At least the project just begun, they still have a chance to change it and promote again.