Earlier this month at the annual Plone Conference 2007, the consulting firm "Plone Solutions" announced it would change its name to "Jarn." Plone Solutions / Jarn has been among the most experienced Plone system integrators, in particular since one of its founders was also a founder of Plone.
So why change such an esteemed name? The company cites "commitment to the community, to the Plone Foundation, and to a fair and open marketplace around Plone." This certainly makes sense and is a smart community-relations move, but still a step that many other open source firms have not taken, e.g., Alfresco, Magnolia, or eXo. If you're an Alfresco (the tool) integrator, it kind of sucks to compete against Alfresco (the company).
So I think avoiding having a commercial firm by the same name represents an important measure of a true community-oriented project. Remember that the community around your product of choice can make a significant difference to your project, in particular for open source tools.