That is breaking the link.

They are taking the Bitcoin brand and applying it to their (and others' but I think they are more concerned with theirs) sidechain coin, which is not Bitcoin but is another coin backed by Bitcoin held in reserve.

If Bitcoin were a defended trademark this appropriation would likely not be allowed. As a practical factual matter it is also untrue. The actual Bitcoin do not and can not leave the Bitcoin blockchain.

They may get away with it though, because as others have pointed out here, the Bitcoin-the-currency/Bitcoin-the-blockchain meme is popular and spreading.