I think that's fair enough but it's ever so slightly disingenuous of him to pretend that all the shit they're touting is somehow vying for the crown. And it is more than business for him in particular. I can't think of many other bigwigs who pussy out at remarking on reality.
Maybe that's how you get people through the door but if it were me I would remain neutral at best and acknowledge Bitcoin's position.
If I were running a business like that, I suspect I'd probably try to appear like I'm staying on the fence, even in the face of reality. Somewhere along the line, it turned into a political question. Depending how you answer, potential customers may elect to use other services that view their preferred chain more favourably. We're fortunate in that we all have the luxury of not needing to give a shit what the forkcoin supporters think. But if Armstrong came out and said BTC was the undisputed #1 chain, the hardcore BCH/SV fanboys may take umbrage and elect not use Coinbase going forwards. So you try to play 'happy families' instead, despite it being disingenuous.