I think that BCH is not trying to capitalize on the Bitcoin brand. Its trying to save the brand which is being destroyed by people who no longer believe in it. Bitcoin is peer-to-peer electronic cash offering fast, secure, and reliable global payment with low fees. At this point, support for BTC is a bet on a company, while supporting for CS is a bet on a decentralized protocol the original blockchain crypto. Just saying that because I really like this project and believe in it